Replace a 3-screen checkout with a 20-question intake before payment

Ravi Mehta… launched a program with Costco where you could come in, you get low price on having access to care and then seeing if weight loss medication is right for you. We had a very typical checkout there. It was three screens, you kind of get in, you check out, and then we launched a much more sophisticated version of the program as sort of like a V two where we expanded the intake from basically just a little bit of information to a checkout screen.

Ravi MehtaInstead, we now have 20 different questions. We estimate the amount of weight that you could lose on the medication. We get your medical history, we ask why you're looking to lose weight, what are the things you've tried? And so it's just a really comprehensive intake. And we saw a higher conversion rate because as part of that intake, people got increasing confidence that the care that they were going to get is really good, really comprehensive. We weren't just focusing on just being a kind of pill sort of approach. And so by the time that you got to the checkout screen, people were much more likely to check out and the step to step conversion rate that we were seeing from one question to the next is north of 99%. And so it was a really good example of how sometimes the best way to optimize your intake or your onboarding is not to simplify it, but to extend it around the psychology of the user so that you're giving them the information and the motivation that they need in order to feel really good about completing that process.

David BarnardBut Tinder famously had a super fast, less than a minute of onboarding. What's the spectrum there? How do you think about the uber simple onboarding and where that actually works and should continue to be applied? I think there's a lot of apps where that probably should still be the case and you're going to squash your conversion by introducing 25 steps between getting into the app and actually achieving some kind of goal. How do you think about …