Post by Product School

"Every time you make the user click again, you lose half the traffic." David Kaufman, Product and Head of Monetization at TikTok, made a very counterintuitive point on The Product Podcast this week. What makes it counterintuitive is David attributing it not to the design flaw but to the accumulated cost of distrust: Every additional click is the user asking themselves: "do I still want to do this?" And each time they have to answer that question, a significant number of them say "no". What he is building at TikTok is a product architecture that removes the gap between desire and action. That has implications that go well beyond e-commerce: - Every enterprise product with a long onboarding flow is bleeding users at each step for the same reason. - "Reduce friction" is a proxy goal; eliminate moments where intent has time to cool. - The platforms that win at commerce will be the ones that treat purchase as part of the content experience, not a separate destination. - The closer your product gets to the moment of intent, the higher your conversion. Watch the full episode 👇

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