Flo · B2C · period and ovulation tracker
Add an onboarding question that tells users which stage they're in, never 'sorry, we couldn't tell'
Lost ~10% twice; the evidence-based rewrite won 23%, confirmed by a blackout test
Workedonboardingexperimentationweb-to-app
What they did
In Flo's perimenopause web onboarding funnel (users arriving from ads promising to explain their phase), added a step to determine the user's perimenopause phase. Test 1: almost 10% drop in conversion. Test 2, after design guesses: same drop. A post-mortem segmenting the audience found the questions were hard to answer and almost 75% of users got no phase, seeing an 'Oops, sorry, we were not able to pinpoint your perimenopause phase' screen. Test 3: question rewritten with the medical team, logic slightly changed, and users who still can't be classified just go to the next section with no failure message.
What happened
Third iteration won 23% (conversion); later called the biggest win of the year.
- Stage
- scale
- Effort
- Four test iterations, including a blackout test
In their words
Sub Club by RevenueCat · What 80M users taught Flo about A/B testing — Mike Charniatsou“we thought that it could be a good idea to introduce like a a step where we define what phase of perimenopause the user was in, you know.”
“we figured out that for some reason, you know, the way the question was written, it did not make easy for the user to answer them. And basically three, almost 75% of the users were not assigned any perimenopause phase.”
“we rewrote the question with the help of our medical team, and we slightly changed the logic. And in case when we were still unable to define the phase, we just take the users to the next onboarding section without saying to them that, "Oops, we were not," yeah.”
“And it was the third iteration based on the evidence, and it came back with 23% win.”
Related topics
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More from Flo
All 21 Flo tactics- Test many prices in each country; keep the one with the most revenue per userHalf-price variants sometimes won: 3x retention and much higher revenue per user
- Set separate country prices for iPhone and Android usersAndroid's best price is ~15-20% below iPhone in US/UK; far bigger gap in Brazil
- Lower the local price so ads get enough sales to scale profitably in BrazilUnlocked profitable paid installs in Brazil; not possible at the higher price
- Give the full app free in 50+ countries where people can't pay20M+ free subscriptions given; no direct revenue or growth, but motivates staff and users
- Give the core app away free, then sell add-on modules as users' needs change60M+ monthly users; thesis behind a $200M raise at a $1B+ valuation
- Pitch the app as #1 in women's health instead of competing in all of healthBecame the first women's health unicorn: $200M+ raised at a $1B+ valuation
More from this episode
- Flo: Give your best-performing ad angle its own onboarding path that continues the ad's storyBecame a great revenue driver; no numbers given
- Flo: Hold a weekly sync where marketing and product share every change they makeSource of experiment ideas like the ad-angle onboarding path; no numbers
- Flo: Re-check test wins 3, 6 and 12 months after rolloutFinds that not all reported conversion wins became business wins; no numbers
- Flo: Keep the core app free and offer paid extras when users' needs change40% of subscriptions start more than 6 months after install
- Flo: Judge free-trial tests on an early event that predicts who will payLets the team make early calls; no numbers given
- Flo: Remove a step that just won to check the win was realRemoving the 23%-winning step lost, confirming the uplift
- Flo: Copy another app's winning paywall pixel for pixelDidn't work, despite a 10% uplift reported by the other teams
- Flo: Promise a reminder before the free trial ends on your paywallDidn't work at either of two apps
- Flo: Add a free-trial on/off switch to your paywallWorked for other teams, apparently not here; barely described
- Flo: Introduce your most popular feature during onboardingHurt conversion; biggest fail of the year
- BoldVoice: Remove the X button to make your paywall hardConversion looked great, but refunds spiked and it drained revenue
- Loóna: Sell through a web onboarding funnel instead of only the app storesPart of growth to almost $6M ARR; infrastructure proved costly