“what's the base case like what happens if you just have a sign up form that goes directly into your zero state product... we over rotated a lot in that specific area... if you don't compare it to a base case of just strip it out entirely for 5 days and see what's the opportunity size”

Test stripping your onboarding quiz entirely before optimizing it

ElevenLabs spent too many experiment cycles optimizing an onboarding quiz before asking the more fundamental question: what happens if it is removed entirely? When the zero-onboarding baseline was finally tested, the difference in retention and monetization was smaller than expected, suggesting the quiz had been adding friction without commensurate value. Always benchmark new onboarding complexity against a control group with no onboarding at all.