Momego · B2C · live bus and train times app
Keep onboarding short and show benefits, not features or app screens
Won after ~30 A/B tests; long question-heavy onboarding made people quit
Workedonboardingexperimentation
What they did
Users install at a bus or train station, so onboarding must be short. After ~30 A/B tests, screens talk about benefits ('Get there on time, stress free', 'Never miss your stop again', 'Join millions saving time') with minimal cartoony UI, social proof (laurel wreath, numbers) on every screen, and a fifth screen that warms users up to the premium tier before the paywall. A long onboarding with many questions caused drop-off.
What happened
Value-based onboarding was the change that increased conversions most; long onboarding lost users.
- Effort
- ~30 A/B tests over a year
“so you've got to make the onboarding short, cuz I tried long onboarding with like lots of questions, and people hated it, right?”
“Don't Don't show UI. Don't show live activities. Show what what this app will do for you and how it's going to make your life more convenient.”
“Definitely value-based. Going from features, like showing off features and UI to just talking about what what benefits you what benefits you'll get in real concrete terms”
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