Welltory · B2C · Apple Watch stress and energy app
Keep basic and possibly life-saving health tracking free; charge for deeper analysis
Over 60% of conversions happen after day one, over the next couple of months
Unknownpaywallretention
What they did
Free: vital health tracking (signs you're getting sick), blood pressure entry and analysis, energy battery, stress built up, sleep score, activity. Paid: trends over time, the day timeline showing drained/recovering/reversing periods, and activity recommendations to improve artery elasticity and stress resilience.
What happened
Big burst on day one, but over 60% of conversions come in a long tail over the following couple of months, unusual for health and fitness apps. Guest doesn't attribute this directly to the free tier.
Related topics
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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: 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: Open the App Store page with a video saying 'Find out how you're really feeling in 2 minutes'