Commitment & Consistency

Users tend to be consistent with their previous actions


When users are asked to do something, their brain instinctually perceive it as a threat. The smaller the initial ask, the smaller the fight or flight response and the more likely they are to agree to gradually bigger requests. Especially since the brain likes to be consistent with its previous actions. It’s part of the reason why multi-step forms can perform up to 271% better than a big single-step form.