Brands are increasingly adding timeline features to their homepages to outline onboarding expectations. This approach helps set clear goals for users and reduces friction in the buying process, but it requires a solid onboarding strategy to maintain effectiveness.

This article explores how onboarding processes should focus on building user confidence rather than just minimizing friction. It contrasts different approaches, like Sesame Care's extensive intake steps versus Tinder's quick signup, emphasizing that the right length depends on the decision's stakes and the user's information gap.