On the web, help visitors see their problem before pitching the app

Leon Sasson… onboarding flows into be successful. And they're almost fundamentally different parts of the user journey, so you have to treat them like that. So that kind of kicked off really, I mean, hundreds and hundreds of iterations to get the right mechanism of what's going to work on web is different than app, and we should treat it as, "Hey, it's a different surface, a different channel entirely from the marketing side all the way to user experience."

Leon SassonSo we sort of started from scratch, about, "This is not at all related to the app, this is a web funnel, and let's make that work, unrelated to what works on the app." And that kind of kicked off a learning path that so far has been super promising and super productive. So happy to dive in any areas there.

David BarnardYeah. Well, let's get specific. When you say you need to treat it as a whole separate channel, what were the learnings? Why is the app onboarding not working on the web? And then how do you make that web-specific onboarding? What is it that people are enticed by and resonating with on the web that doesn't work in app? And why is it working in app and not on the web?

Leon Sasson… control, and feel a lot better, and unlock that part of your life." We had to unlearn a lot of the app onboarding that we spent a lot of time crafting, which was, on the app, it was a lot about time to value, "Hey, get to time to value, get to aha moment." You have as long as you want, but you really have to almost impress the user and give them value before you kind of ask for a hard commitment of a trial start, or a credit card, or whatever.

Leon SassonOn web, we realized that because people tend to be a lot higher on the consideration phase, often, you're just going trying to go deeper on understanding the problem and personalizing it, but not going straight into solutions, because they might not be sold on the solution yet. So just going out and trying to tell them their plan, and tell them all the things that the features are going to do, that might not work. Whereas trying to understand, and making realize, "Oh, this is the problem you have. Let's now talk to solutions later on the app." And it's all a separate phase, and it's about helping them realize that they might have a problem, and that we could have a solution for them that they should try out, versus trying to go straight to the aha moment of, "Oh, wow, these people are going to solve my problem on the first 30 seconds." Because they're just higher on the consideration phase, they just haven't downloaded the app, tend to be a different audience. So …

David BarnardIt actually makes a lot of sense when you put it that way, that when you download an app, you're looking for a solution, and so the app onboarding is to get you to a solution. When you're seeing an ad on the web, and you're on a website... I know when I'm surfing the web, or reading about something, I am more in the discovery phase, like, "What is it about my sleep that's broken? What do I need?" And so it kind of makes sense that the web …