Build a separate web funnel for each ad's target persona

David BarnardI wanted to dive into a few tactical things since we are running short on time. Are you spinning up a bunch of different funnels? Are you matching the funnel to the creative? Is there a persona bent where the... Do a creative with a specific persona in mind, and then that leads to a very specific funnel with that persona in mind?

Leon SassonYeah, I think that's holy grail of web funnels, and you can actually go to the level of the creative itself matches the funnel in a way that app campaigns just cannot do at all, because you have to download the app in the middle of the flow. We do that to some extent. It hasn't been a huge breakthrough yet, because it does require an [inaudible 00:16:05] more complex operations between marketing, and product, and coordination of everything. But we are seeing very interesting success that you can imagine, where you can have very different creatives and funnels for very different personas, and it's all customized. So we have some level of customization, but we're going a lot deeper on that, because it does seem that it's going to be another huge way of unlocking when you can truly personalize the experience for that audience that they're coming from, a very specific type of user need.

Leon SassonSo for example, there's people that are tired and want to sleep better because they want to be more productive in the morning. That's a very different persona than your 50-year-old female that's struggling with sleep-related issues around menopause, which there's a whole body of science around, and what you can do. So very different personas. And yes, in the funnel, you can get into customizing different parts of the experience, but if you can really tie the funnel to the user audience that you're reaching, you can just reach a lot more people, and let the algorithm just find those people for you.

David BarnardLast question, pricing and packaging. Are you using different pricing and packaging on the web versus the app? And then even on specific funnels or specific customizations, are you showing them different offerings, like only monthly, monthly and annual, annual only, lifetime? How are you thinking about pricing and packaging on the web versus app, and then even with individual funnels?