Opal · B2C · screen time app
Show the paywall right after a report on the years lost to phones
Download-to-trial rose from 7% to 17% across iterations
Workedpaywallonboarding
What they did
Tested many placements. Paywall goes early but not on the first screen: a few onboarding questions (e.g. current screen time), then a mini report projecting lifetime phone use (US average 22 years, based on smartphone at 12, life expectancy 77, 5h08m a day over waking hours), then 'the good news is we can save up to 3, 4, 5 years of your life', then the free-trial paywall. Moving the paywall two screens earlier alone can be worth +10% trial starts.
What happened
Download-to-trial went from about 7% to 17% through various iterations; motivated trialists also use the product.
- Stage
- phase one (paid conversion)
“you need to get the paywall to be as early as possible in the onboarding, but not too early.”
“one of the things we'll do is we'll give you like a lifetime projection of how much you're going to spend on your phone. And the average for a US person is actually 22 years.”
“we tell you, "Hey, but the good news is we can save up to 3, 4, 5 years of your life together." That's the moment where there's high motivation, and then people are willing to sign up to a free trial”
“we went from about 7% of people who start a trial to 17% of people who start a trial from download.”
Related topics
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