Calm · B2C · meditation and sleep app
Play rain sounds the moment the app opens, and in 15-second ads
Unknownonboardingoffline-ads
What they did
Calm starts playing rain sounds as soon as the app opens, before any intake, and its commercials were simply 15 seconds of rain sounds. Guest's point: if onboarding delivers the promised value it can be as long as you want (even 90 screens); an IRS-form-style onboarding makes people bounce.
In their words
Sub Club by RevenueCat · How Tinder Captures More Value With Tiered Pricing and Consumables — Ravi Mehta“As soon as you open that app, you start to hear rain sounds right, and so their promises were going to make you more calm, and they do that before you've done anything on intake.”
“They have those calm commercials where they just did a timer of 15 seconds of rain sounds”
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- TripAdvisor: Sort hotels by each traveler's past behavior without calling it 'just for you'Unlabelled version converted better; labelling it 'just for you' dropped conversion
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- TripAdvisor: Set quarterly goals as a short why, 3-5 commitments, and a task listGuest says teams that adopted it found it works better than OKRs; no numbers