FaithFull · B2C · calorie tracker for Christians
Turn your phone sales script into onboarding questions about pain and goals
Install-to-paid jumped from 3.28% to 5.11% in one month
Workedonboarding
What they did
Took the discovery script from a year-long fitness phone-sales mastermind and rebuilt the onboarding in Adapty's no-code onboarding builder (no dev release needed). Structure 'understand, connect, convert': (1) first screen asks a pain question, 'What brings you here today?' with answers like 'I keep starting over', 'Macros confuse me', 'I'm busy and skipping meals'; (2) personal data (height, weight, goal weight); (3) deeper pain: 'What feels hardest right now?' (no time, no motivation, lack of consistency) with a 'that's my struggle' button, 'How long has it been a challenge?' (1-3, 3-5 years), 'How is this affecting you?' (low energy, brain fog, poor sleep, stress, discouragement); (4) future pacing: 'What blessings will you experience when you get there?' and 'What will life look like after you hit your goal?'; (5) show how the app gets them from pain to promise with a you-are-here-to-there graph and 'road to consistent God-honoring habits'.
What happened
Install-to-paid rose from 3.28% to 5.11%; this onboarding ran for a long time with $24 ARPPU and 9.63% unique purchase conversion
- Stage
- Launch (Month 3-4 after launch)
“Basically the idea was, what if I take the sales script that I learned on the phone and use those questions in my onboarding?”
“this jump from 3% to 5% was when I had this idea”
“some of the things that we ask is, "What feels hardest right now?" So, no time, no no motivation, lack of consistency.”
“I think the most impactful terms is uncover pain, future pace the promise, and then show why you are the person to help them get there.”
Related topics
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More from this episode
- FaithFull: Build a calorie tracker just for Christians trying to lose weightFounder credits the niche for ads and messaging working; no split numbers
- FaithFull: Skip the free trial and make people pay before using the appAlways beat trials in his tests; buyers engage more, but some 1-star reviews
- FaithFull: Keep adding onboarding screens, from about 10 to 26, while sales keep risingConversions kept going up with each added screen; paywall view rate reached 62%
- FaithFull: Include a monthly live coaching call in the subscription and show it on one onboarding screenRevenue per payer $39 to $43; purchase conversion 7% to 9.78%, prices unchanged
- FaithFull: Raise the monthly price from $12.99 to $14.99 to nudge people to annualMore buyers chose annual; conversion did not drop
- FaithFull: Raise monthly to $19.99 and quarterly to $39.99, keep annual at $59.99Revenue per payer $32 to $38, and the pricier paywall converted better
- FaithFull: Test the yearly price at $89 instead of $59
- FaithFull: Remove the 'Smart start' label from the quarterly plan on the paywallRevenue per payer $31 to $33; conversion also rose and more chose annual
- FaithFull: Label the yearly plan 'Most impact' and say 10% of revenue funds evangelism'Most impact' beat 'Best value' and 'Save X%' labels; no numbers given
- FaithFull: Try asking people to sign up after the paywall instead of firstNo big change in paywall views; login stayed first to tie purchases to users
- FaithFull: Keep one Meta ad account for purchase campaigns only; test installs in anotherFounder says it keeps Meta finding buyers, not cheap installers; no numbers
- FaithFull: Tell Meta when people sign up, see the paywall and tap buyCost per result dropped about 50%
- FaithFull: Send Meta an 'achievement unlocked' event when someone hits a 7-day food streakImpact unknown; meant to help Meta find users who stay engaged
- FaithFull: Keep launching new ads: videos, UGC, testimonials, AI cartoon testimonialsHundreds of variations tested; an AI cartoon testimonial just got a first purchase
- FaithFull: Hire a real creator to reshoot your best AI ad with the same scriptThe remake beat the original best ad on Android and on iOS
- FaithFull: Test Meta ads on Android first; move only lasting winners to iPhoneAfter 8 months, the iPhone campaign hit ~90% day-one ROAS and outearns Android
- FaithFull: Set up iPhone ad tracking values so any purchase counts, and yearly plans count mostPart of the iPhone campaign reaching ~90% day-one ROAS; no isolated numbers
- 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: Open onboarding with 'Struggling to stay consistent?' instead of 'Track calories'Pain-point first screen won the split test; no numbers given
- 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
- FaithFull: Run an in-app community where the coach answers posts, plus group callsFounder calls it huge for retention; no numbers
- Oomph: Turn the most-used feature of an old app into a new standalone appLed to FaithFull, which now converts 7.21% of installs to paid
- FaithFull: Run App Store search ads next to Meta adsLess success than Meta; put aside for lack of time