How Import.io reduces friction changing a download button to an online process

Import.io are testing a new user-experience approach, that from my point of view, it’s going to give them great results. If in the past, their main CTA was ‘download our app and try it’, now they have integrated a part of their app in the front part of their site, so you can test it without any download required. Less steps to take before trying the application, certainly more users.