Health FitnessSoft paywall · trial optionalpaywall: post onboarding quizquiz drivengoal settingsocial proof heavyannual default with trialone plan only
12Opens by framing the app as 'behavioral science to transform your life.' Sets a premium, credible tone before a single question, and the Duke University credential later pays it off.34A 'what is behavioral science' explainer screen before you've done anything. It tells instead of shows. I'd test cutting it and getting to the first question faster.56789'Which of the habits below troubles you' as single-select. Most people have more than one of these. I'd make it multi-select: better zero-party data and it matches how people actually feel.10Forcing one primary goal: more energy, productivity, mindfulness, or sleep. Good setup because they can echo this exact word back at you later, which they do on the loading screen.1112131415Interests as multi-select ('pick as many as you like'), which is right. The illustrated cards make picking feel like building something instead of filling out a form, and it's more signal for the plan.1718Personalization echo plus social proof stacked. They repeat your goal back ('build more Focus') and park Duke University, '96% changed their lives,' and '22M users' right under it. The credential does the price-justification work before the ask.1920First name captured as 'save your progress,' so it reads as helping you, not them collecting data. Your name then shows up in the contract and the paywall letter, which is why they grab it here.21222324'How do you identify,' with the reason stated on screen: 'at times we'll provide gender specific recommendations.' Pairing a sensitive question with why you're asking lifts completion.252627Email required, with an opt-out checkbox ('please do not send me motivational emails'). Opt-out instead of opt-in keeps most people subscribed, and a required email this deep grabs a high-intent lead before the paywall.282930A tap-and-hold fingerprint pledge written in first person with your name in it ('Jacob will make the most of tomorrow'). A physical micro-commitment right before the paywall run, which nudges buy-in up. The hint even cites the precommitment research.313233The paywall opens as a letter from your future self thanking you for the choice you're making today, dated to today and using your name. It's the price-value pitch told as a story instead of a feature list.34353637Single annual plan at $39.99, broken down to 'only $3.33 per month,' with the free trial as an off-by-default toggle ('Not sure yet? Enable a free trial'). Annual default sends high-quality purchase signals to ad networks. I'd watch whether the trial-as-toggle lifts paid conversion or just adds friction.38394041Hit the X and you get a second offer: 60% off, one week free then $1.40/month. Most people never buy on the first paywall, so a cheaper second ask picks up some of them. Note they switch to a monthly price here to make the number feel tiny.4243Post-paywall they don't drop you on a blank home screen. 'Jacob's first step' with a study line ('more likely to achieve their goals in 2 weeks, now it's your turn'). Pointing you at a first action is the right activation move.44454647484950Notification permission framed by benefit: 'people who turn on notifications are 3x as likely to achieve their goal.' The decline option is guilt-framed too ('No, I'll do this on my own'). Tying the ask to the user's own goal beats the generic iOS prompt.51
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
