For years, we've built growth strategies around the classic funnel: Awareness → Interest → Desire → Action. Track drop-offs, eliminate friction, optimize conversion rates. Simple, measurable, effective.
But as AI anticipates user intent and one-click checkouts compress entire purchase journeys, I'm questioning whether the next generation of marketers will even think in funnels.
Here's what's shifting my perspective:
When Duolingo added streak freezes and achievement badges, their retention actually improved despite adding "friction" to the experience. Users who worked through these extra steps showed 40% higher long-term engagement than those who breezed through a streamlined onboarding.
This aligns with what Rory Sutherland argues in Alchemy: humans aren't rational calculators. We value what we work for. A quiz that helps users discover their "marketing personality type" might slow conversion, but it can dramatically increase commitment to your product.
Similarly, John List's research in The Voltage Effect shows that what works in small tests doesn't always scale. Removing a single form field might boost conversions 15% in your pilot, but when rolled out broadly, it could attract lower-intent users who churn faster, ultimately hurting lifetime value.
The real insight? Friction isn't the enemy irrelevant friction is.
The companies winning today aren't just optimizing for conversion rates. They're optimizing for the right conversions. They understand that a 5% drop in top-of-funnel conversion might be worth it if it leads to 25% higher retention and customer satisfaction.
So funnels aren't dead they're evolving.
Instead of pushing everyone through the same pipe, we're learning to design intelligent friction that filters for intent while removing barriers that genuinely don't serve the customer experience.
The question isn't whether to use funnels, but how to balance friction and flow to attract customers who will actually succeed with your product.
What's your experience? Have you found cases where adding steps improved your long-term metrics?
#GrowthMarketing #CustomerExperience #ConversionOptimization #BehavioralScience
