The perception of complexity matters more than actual complexity. At my job we made the product more complex and in rushing to release it, we didn't include an

The perception of complexity matters more than actual complexity. At my job we made the product more complex and in rushing to release it, we didn't include an onboarding process like the old one. The new product ended up winning the AB test in conversion. As a follow up, I did a 3 way AB test that included the original product without the onboarding process. What I found out was that the original product without the onboarding process performed just as well as the new one. It was the onboarding hurting our conversion. We originally thought those extra steps helped the user make a decision but it just made the product seem more complicated and lead to analysis paralysis.