Welltory · B2C · Apple Watch stress and energy app
End onboarding with 'Stress is building right now' instead of promising more energy
Beat an ending that promised more energy with a progress chart
Workedpaywallonboarding
What they did
Final pre-paywall/paywall headline: 'Stress is building right now', with subhead about seeing what's driving it and how to interrupt it: unless you pay, it keeps draining you and you'll feel just as tired tonight. Replaced an energy-story ending ('Stay with us', an energy bank filling up, a chart of how much better you'll feel in a week and a month).
What happened
The benefits ending worked worse than the loss-framed FOMO ending.
In their words
The Superwall Podcast · Asya Paloni - How to Build an $18M/Year Apple Watch App (FREE MASTERCLASS)“we tried the benefits towards the end, um like you'll have more energy, you'll feel great, and it worked worse than this”
“I think there was like a screen with like your energy bank filling up, and you'll feel so much better. Like in a week, you'll feel like this much better. In a month, you'll feel this much better.”
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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: After the permission screens, ask 'Ever feel tired when you haven't done much?'
- Welltory: Ask 'How do you usually feel?' with both 'drained' and 'stressed' answers50-70% of women pick low energy; men pick stressed or fine
- 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'