Double onboarding from 5 to about 13 screens in one big change

Joseph Choi… I think like seeing the inner workings of the marketing team, um it seems like that was like a pretty huge pillar of your success. Um and then on the other side, like, okay, so you get all this attention, you get a bunch of um people into the product, how do you actually make money? So, I'm You guys mentioned that you made your onboarding longer and that really affected conversion rates. Um, can we talk a little bit about that and what changed?

Brett BaumanDefinitely, yeah. I think this is becoming kind of a like meta or like is a meta at this point within consumer apps where um you have people are getting kind of crazy with like counting their screens and trying to make their onboarding as long as possible. Um and then ending in a paywall, or even multiple paywalls throughout onboarding. Um, but it does It does work for certain types of apps, and we had one approach that we started with where we were very iteratively experimenting in onboarding, like one or two screens at a time, testing the uplift, moving things around, um, and it just felt It felt like you would get a lot of small wins, but difficult to make big progress. Uh, so we then just kind of made a big jump where you don't know exactly why uh which particular screens are most helpful, but we at least doubled the length of our onboarding to, I think, like 13 screens. And that really really helped with our initial trial conversion. Um, I think it went up 16%, and which was pretty huge for us.

Joseph ChoiAnd that was just from increasing the onboarding? How many screens did you Did you add, and what and like what How did you How did you actually change the onboarding?

Brett BaumanYeah, I think we went from like 5 to um to double or more uh screens. And some of them are your standard, um you know, you've got to log in, got to create an account, um some permissions for things like push notifications. But a lot of it is making the app feel more personalized for the user going through it, um understanding what they're studying, and also moving login to the last screen after the paywall was significant for us. Uh, so, you know, we're a happy Superwall customer and we are able to let people uh pay us before creating an account, and that was a a big deal.

Joseph ChoiYeah, that's pretty huge. A lot of people, I mean, for me personally, I always use the Apple one for login, and it's like one click and then Face ID. So like, I wouldn't think that would be a churn moment. Um that's a good insight. Yeah, putting the putting the paywall before the login. Yeah, like yeah, are there moments um for any of the paywalls where you show the product value first, and then that leads to the paywall?