At ReverbNation I identified a big problem - we were forcing all new site visitors to go through the exact same signup flow, regardless of source. That meant we placed obstacles in the path of someone who clicked an ad for a specific product and clicked a CTA on that product's marketing page to buy it. Our solution was to carve out a path of least resistance, internally called Product Centric Onboarding, and it immediately increased product revenue, marketing page conversions, and ad campaign effectiveness.