Say up front the app costs money, next to what the habit costs them

Thatcher Clough… is this sort of question where we ask them how they plan to use the app, and then we have a list of different features and sort of frame them in a way where we can collect data on what is it that people coming into the onboarding without ever having using our app or having used our app want to do? What do they think would be helpful for them on the break? Do they really want to be in groups with other people? Do they want to do video journaling?

Asher Hirschman… down like what the actual unit economics behind some of our acquisition is. This one, I think is sick. We saw this one in the Ahead onboarding, which is, you know, like an emotional wellness app. The first time I saw this, I was like, why would anybody ever put something in their onboarding that says, "Hey, this is going to cost you money," instead of, you know, just convincing them and then the user's like, "Oh, of course I want to pay." But I think that the ability to first set expectations, earn trust, really like painting yourself as, you know, a product that's worth paying for and asserting it instead of like, you know, sneakily asking it with your tail tucked between your legs, but really be like, "Hey, this costs money, we're doing it fair, we have a fair trial," showing a dream outcome and then anchoring it like a price anchor by showing like, "Hey, you can either dive into your own habit and this is the cost of that, or you can do your dream outcome." So when they get to the payment page, they're thinking about their dream outcome, and they're already anchoring it to the cost of their negative habit. We didn't think this was going to work at first, or at least I didn't. We tested it, and Thatcher--

Thatcher CloughYeah, it actually increased our conversion by like 3%, which, you know, might seem like, oh, a small number, but like those things add up, and that's sort of the AB testing that's done on onboarding. How do you get it up by 3%? How do you get it up by like 4%, 5%? Like, you know, even like 1, 2% changes can make a big difference when you have thousands of people coming into your app.

HostI don't see that many apps doing this right now, and in general, like marketing funnels, I feel like don't really lead with like, "Hey, this is a paid product, by the way, but here's why it should be paid and here's why it's fair." It just makes you feel better as a business owner. Like you don't feel like you're tricking people. And then I feel like that could actually help your ads too, cuz I feel like sometimes I see ads where it's freemium …