Counterintuitive Growth: Add Friction to INCREASE Revenue with Alexey Komissarouk | Horizons Pod

Listen now on YouTube, Spotify, and Apple.—Alexey Komissarouk is a growth engineering pioneer who's generated hundreds of millions in revenue through data-driven experimentation at companies like MasterClass and Opendoor.Here’s some of my takeaways from this week’s episode…1/ 🎯 Good friction > No frictionWhen done right, adding strategic friction (like onboarding quizzes) can actually increase conversion by building user intent. MasterClass saw this when they made users go through a quiz that showcased their full content library before hitting the $180 price tag.2/ 📊 Simple metrics > Complex metrics The best metrics are trivially explainable. While it's tempting to create complex formulas that capture every edge case, stick to metrics that everyone can understand and act on. MasterClass used "expected LTV per homepage visit" - sophisticated but still clear.3/ 🧪 Pattern matching > First principlesDon't waste time reinventing the wheel. Start by copying what works in your industry - the win rate on proven tactics is much higher than novel ideas. Once you've exhausted the obvious wins, then innovate.4/ 🚪 Fake doors unlock real insightsWhen testing major changes (like pricing), use creative "fake door" tests. MasterClass tested lower price tiers by showing them but upgrading users to premium "for free" - getting real data without the engineering investment.5/ 📈 Process > OutcomesCelebrate velocity and good experiment design over wins. Build a culture that praises rapid iteration and learning rather than just successful tests. This keeps teams motivated through the inevitable failures.6/ 🎯 Structured decisions > Gut callsUse formal prioritization frameworks (like RICE) to evaluate experiments. This makes decision-making transparent, coachable, and helps surface non-obvious winners that might get overlooked.7/ 🔍 Business metrics > Vanity metricsDon't trust surface-level engagement metrics (opens, clicks). One push notification test looked like a 10% loser on engagement but drove 10% more orders. Always measure what matters to the business.8/ 👥 Leadership taste > Perfect metricsWhile good metrics matter, having leadership with strong product taste is crucial for maintaining quality. The best defense against growth tactics degrading product quality is experienced leaders who can spot and stop harmful optimization.—Where to find Alexey Komissarouk: * Blog: https://alexeymk.com/* LinkedIn: https://www.linkedin.com/in/alexeymk/* X: https://x.com/alexeymk—In this episode, we cover:00:00 Introduction and Background 01:15 Experimentation and Growth Engineering 01:33 Measuring Experiment Success 04:22 Defining Growth Engineering 07:15 When to Hire Growth Engineers 26:55 Understanding SaaS Business Metrics 28:06 Industry Variations in Growth Strategies 29:59 Navigating Regulatory Challenges in Growth Engineering 30:40 The Intersection of Marketing and Engineering 34:26 Skills for Growth Engineering 36:19 Learning from Others in Growth Engineering 39:22 Counterintuitive Experiment Results 41:56 The Importance of Metrics in Marketing 44:33 Incentive Design in Business 46:51 Leadership and Quality Control in Growth Engineering 49:09 Balancing Short-Term and Long-Term Goals 51:35 Building a Culture of Experimentation 57:46 Innovative Pricing Strategies 01:02:05 Growth Engineering Beyond Subscriptions—Obligatory disclaimer: I've worked at YouTube and Google for about a decade in various marketing teams. Nothing I say in my personal spaces is necessarily endorsed by them. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit horizonspod.substack.com