Flo · B2C · period and ovulation tracker
Give your best-performing ad angle its own onboarding path that continues the ad's story
Became a great revenue driver; no numbers given
Workedonboardingpaid-socialweb-to-app
What they did
Flo's user acquisition team noticed Meta ads with a narrative about enhancing your sex life gaining traction, performing well even into the existing generic funnel. Product dissected it as an unexplored user need: added a separate user goal 'enhance sex life' and enriched the web onboarding with questions tailored to it, so users clicking that ad land in a funnel that acknowledges the ad they came from and continues the narrative seamlessly.
What happened
Mike says it turned out to be a great revenue driver.
- Stage
- scale
In their words
Sub Club by RevenueCat · What 80M users taught Flo about A/B testing — Mike Charniatsou“they noticed like that a specific kind of narratives, with this specific specific kind of ads with a specific kind of narratives around enhancing your sex life kind of started to gain traction at Meta. And the numbers were pretty good even with the existing funnel.”
“we created like a separate user goal of enhancing sex life, and we enriched the onboarding funnel with more questions tailored to that to that experience, so so that when the user clicks on the ad and gets into the funnel, we acknowledge that the user has come from a specific ad narrative”
“It turned out to be a great revenue driver for us.”
Related topics
Get tactics like this every Monday
New tactics from the week's founder interviews, each linked to where it was said.
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: 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: 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
- 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