Rootd · panic attack relief app
Show the paywall at the start of onboarding instead of hiding it
Revenue up 5x with almost no negative feedback
Workedpaywallonboarding
What they did
In 2020, replaced a paywall that was deliberately hidden (for fear of upsetting anxious users) with one shown near the beginning of the onboarding flow.
What happened
Revenue increased about five times with almost no negative feedback; it turned the app from something she funded monthly into a business that could pay more contractors. Later iterations moved metrics by much smaller percentages.
- Stage
- growth
In their words
Sub Club by RevenueCat · Hitting 2M Downloads Without Funding, Employees, or Learning to Code — Ania Wysocka, Rootd“It's basically putting the paywall near the beginning of the onboarding process, right?”
“Turns out though, people are so used to seeing it that we got almost no negative feedback on it, increased our revenue by five times.”
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 Rootd
All 25 Rootd tactics- Go after 'panic attack' first, then climb to 'anxiety relief'Now #2 for 'anxiety relief' and #1 for 'anxiety' (search score 36)
- Show the paywall during onboarding, with a close buttonRevenue doubled
- Read reviews of rival apps to find the gap, then ship a rough first versionFirst few hundred users asked her to keep going despite bugs
- Spend hours writing helpful replies on anxiety posts, with a link to the appNamed her top growth tactic; no numbers
- Cold-email journalists who write about mental health, telling your own storyFew replies, but features in Cosmopolitan, Women's Health and Time
- Make the app deliver what searchers want so reviews repeat your keywordsFounder calls it a strong App Store presence; no numbers
More from this episode
- Rootd: Target the low-volume 'panic attack' keyword instead of the crowded 'anxiety'Now #1 for 'panic attacks' and #2-3 for 'anxiety'; glowing reviews from day one
- Rootd: Hire an outside ASO contractor to manage App Store keywordsRankings fell from #2 to tanking; recovered only after reverting to her own keywords
- Rootd: Run a small Apple Search Ads budget on your brand name and 'panic attack' termsFounder says it has worked; spend kept at bare minimum so far
- Rootd: Ask new users to set a daily reminder during onboardingSetting a reminder is one of the strongest signs a user will stay
- Rootd: Send new users a daily quote by push for 7 days, then make it paidReceived very positively, per founder; no numbers
- Rootd: Launch on World Mental Health Day and pitch local journalists firstBrought the first few hundred users; later list placements fed bigger press
- Rootd: Plan a year of monthly feature stories, each with press and an App Store eventEach moves the needle a little; no single spike, bumps fade
- Rootd: Keep sending Apple feature requests; about 15 tries before the first yesFeatured, later Editor's Choice; big jumps in browse installs, especially when featured in the US
- Rootd: Hire a local ad agency to run paid ads before the paywall was fixedLost money; founder says she tried too early
- Rootd: Hit trial-conversion targets and drop required email sign-up before buying ads again
- Rootd: Ask users to share the app right after it calms a panic attackBiggest share rate after the success screen; founder calls sharing a big growth driver
- Rootd: Give the app a mascot that starts scary and gets friendlier as users improveUsers treat the mascot as a friend; no usage numbers
- Rootd: Drop email marketing and keep in touch with users by push insteadEmail cost more than it earned, so it was dropped
- Rootd: Try lower prices country by country to earn more from Android usersNo clear win; subscription uptake stays low in those markets
- Rootd: Sell premium access to health insurers and veterans groups for their members