Lever: Lock-in Commitment
Aim: Ask for something up front to signal intent and fuel follow-through.

Now:

People opt in, then disappear. No cost, no loss, no reason to return. Empty sign-ups, skipped steps, high churn.
→

Then:

A small, early action changes the frame. They’ve invested; momentum starts. Dropping off now feels like wasting something.

Trigger test

Great, run this tactic.

Build

Set a clear finish line

Write the core behaviour as “verb + object.”
Example: “Submit your first report by Friday.”

  • Would a bystander know when it’s done?
  • Does it anchor real progress, not just clicks?

Pick a fair upfront action

Choose a low-friction commitment.
Examples: £1 refundable deposit, 10-minute intro task, public pledge or share, mandatory calendar block.

  • Does it match the value of the full journey?
  • Would a first-time user see it as reasonable?

Balance the dose

Not all stakes land the same. Some are too soft to matter. Others scare people off.

  • Tiny: Tick a checkbox, drop a calendar hold, answer 1 question
  • Small: Complete a 2-minute form, pay £1 (refundable), record a short intro
  • Medium: Upload a first draft, do 10 mins of pre-work, submit a plan for review

Then ask yourself:

  • Which dose would lead to the highest completion rate for your audience?
  • How would different groups (e.g. new vs returning users) respond differently to each level?

Ask early and visibly

Insert the stake within the first 60 seconds.

  • Is it visible before users wander?
  • Any friction before they commit?

Keep the stake visible

Once the user commits, make the stake visible throughout the journey as a reminder of what’s at play and why it matters.

  • Is the stake shown on every key screen or stage?
  • Is the language clear, not buried in UI, not overly formal?

Metrics

Log baseline numbers before drills. Then track gains.


Signal
Stake uptake
Early quit
Completion
Regret / undo
↓
↓
↓
↓
Measure
% of users who take the first action.
% who leave before 25% progress.
% who finish the full journey.
% using 24h exit.
↓
↓
↓
↓
Move
≥ 80% of entrants.
↓ 20% vs no-stake.
↑ 15% vs control.
≤ 5%.

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