Welltory · B2C · Apple Watch stress and energy app
Ask 'How do you usually feel?' with both 'drained' and 'stressed' answers
50-70% of women pick low energy; men pick stressed or fine
Unknownonboarding
What they did
Segmentation question on how users usually feel, with six options covering both energy wording (low on energy, tired and drained) and stress wording (sometimes stressed, pretty good no complaints), since women and men describe the same state differently.
What happened
Over half, up to ~70%, of women pick low energy/drained; men pick stressed or 'pretty good' even when their data looks worse.
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 Welltory
All 13 Welltory tacticsMore from this episode
- Welltory: Ask users to sync their Apple Watch data on the very first screenOver 90% connect their data; intro screens before it did worse
- Welltory: Ask to turn on notifications right away, before showing much valueWorked best in that spot, against best-practice advice; no numbers
- Welltory: Build onboarding as a six-step pitch that ends on what users lose todaySucceeded after repeated failed onboardings; no numbers given
- Welltory: Show users their own stress data during onboarding as the proofGuest calls it the strongest proof, above reviews and research; no numbers
- Welltory: End onboarding with 'Stress is building right now' instead of promising more energyBeat an ending that promised more energy with a progress chart
- Welltory: After the permission screens, ask 'Ever feel tired when you haven't done much?'
- Welltory: Hook every ad on something scary happening inside your bodyBeat long-term 'feel less tired' hooks on Meta, per guest; no numbers
- Welltory: Build the product around the promise your ads sell, not the ad featuresGuest reports a big payoff after 1.5-2 years; no numbers
- Welltory: Offer just a $99.99 yearly plan with no free trial, but let users close it
- Welltory: Keep basic and possibly life-saving health tracking free; charge for deeper analysisOver 60% of conversions happen after day one, over the next couple of months
- Welltory: Open the App Store page with a video saying 'Find out how you're really feeling in 2 minutes'