Increasing user investment in the interaction is one way to cut down on abandonment
I'd say it's also a way to stack up on churn.
Treat me like that and I may go through your damned procedure to at least not have wasted my last 5 minutes for nothing. But at the same time you have just lost all my sympathy which might influence buying decisions and definately influences loyality.
Always look at the "lifetime value" of your customers, a simple conversion split-test is only half of the story.
I'd say it's also a way to stack up on churn. Treat me like that and I may go through your damned procedure to at least not have wasted my last 5 minutes for nothing. But at the same time you have just lost all my sympathy which might influence buying decisions and definately influences loyality.
Always look at the "lifetime value" of your customers, a simple conversion split-test is only half of the story.