“What we started testing was alright what happens if we just ask people more questions? We don't necessarily care what the answers are; we just make onboarding longer. Our trial take rates went up double digits as onboarding got longer, and we basically just kept making it longer until we got diminishing returns.”

Just made onboarding longer — trial take rates jumped double digits

From 2018 onward Lose It! reversed the 'minimize friction' philosophy. Simply adding more questions — some not even used to set up the product — drove double-digit gains in trial start rates. They kept extending onboarding until diminishing returns. The mechanism is psychological investment, not personalization.