FaithFull · B2C · calorie tracker for Christians
Open onboarding with 'Struggling to stay consistent?' instead of 'Track calories'
Pain-point first screen won the split test; no numbers given
Workedonboarding
What they did
Split tested the first onboarding screen: a feature message ('Track calories...') vs a pain message ('Struggling to stay consistent even with God'). The same pain copy (struggling to stay consistent, tracking meals without stress, too busy) is used in App Store screenshots and ads.
What happened
The emotional pain-point screen worked better
“we split tested with this, the first screen, "Struggling to stay consistent even with God." So, if you can get people to connect emotionally with with what they're struggling with instead of just telling the user what it is, um that worked better for us.”
Related topics
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More from this episode
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- FaithFull: Tell Meta when people sign up, see the paywall and tap buyCost per result dropped about 50%
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- FaithFull: Run Android and iPhone ads in the same Meta accountAd comments went from 50/50 hate to mostly positive; iPhone launch skipped the backlash
- FaithFull: Send men and women through separate onboardings that repeat their own goal backImage-based goal screens 'work so well'; no numbers
- FaithFull: Offer app users weekly one-on-one coaching as a pricey add-onFounder says it has been 'really cool'; no numbers
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