Ask people to log in after the paywall, not on the first screen

Brett Bauman… I remember when we started talking to Quizlet team, that's something that they commented on. I mean, it really works. It really works to get people a bit more invested into what they're doing and feel like it's more personalized, show them some social proof, and it increased our trial start by 16%, which we already felt like it was pretty good. And so to continue to raise it was awesome. And it's one of those things that continues to compound.

Brett BaumanWhat's funny is as an engineer, whenever you start a new product, you kind of build the login screen first and because you kind of need it to start playing around with things. And then it ends up staying there throughout the rest of the product. But one of the nice things about being ... There's not always a lot of nice things about being in Apple and Google's walls, but one of the nice things is you actually don't really need to create an account to make a purchase because you're already signed into your Apple or Google account. So I think the biggest win that we had was moving login to after the paywall, basically at the end of onboarding.

Jacob Eiting… that introduces a lot of complexity now, which is there, no matter where you put it, is that the Apple purchase state and the account state are not the same thing, which isn't the case when you control the entire purchase payments flow like you would if you were doing Stripe on the web or something like this. It is a big advantage, right? Users don't have to think about it, you're not pulling out a credit card. It's like they know it's secure.

Brett BaumanYeah. They've kind of already done the double tap to pay at that point, so they'll double tap to sign in. I think we were seeing 10% drop off by having login being the very first screen.

Jacob EitingWere you capturing any contact details before that?