137 screens · Screen Recording · recorded Nov 2024
Health FitnessSoft paywall · trial optionalpaywall: post onboarding quizquiz drivengoal settingsocial proof heavyannual default with trialtestimonial heavypricing anchor strikethrough
12"Female, ob-gyn recommended" right on the open. They're qualifying the audience and borrowing medical authority before asking for anything. Sets up the premium health positioning the paywall cashes in later.34Health-data consent up front: "your body, your data" and "never shared with any company but Flo." Flo got burned on privacy before, so this is trust repair. Asking permission for sensitive data before collecting it lowers friction on every question that follows.567"Nice to meet you, Alex." They grabbed your name a screen ago and start using it right away. Cheap to build, and it gets echoed at the commitment screen and the goal summary later. Zero-party data that personalizes the whole flow.8910The App Tracking Transparency prompt is dropped in mid-quiz, right after a normal question, so it reads like another onboarding step instead of an ad-tracking ask. Placing it here lifts opt-in rates versus firing it cold on launch.1112"Are you pregnant?" branches the flow. Pregnant, trying to be, and just understanding your body are very different users with different value props, and segmenting early lets them tailor the rest. I'd want that pregnancy path to actually diverge, not just store the answer.13"Flo's tracked over 2.2 billion cycles" while you're still deciding if this thing is legit. Scale signals accuracy, which is exactly what a prediction app needs you to believe before it asks for money.1415Every option you tap opens an inline coaching blurb ("want better orgasms, more intimacy... Flo's sex experts have you covered"). It turns a dead multi-select into a value pitch tied to what you just said you care about. Multi-select is the right call since people track for several reasons.16171819A wall of 5-star reviews and "3.5M ratings" mid-onboarding. Classic ASO-style social proof. Worth testing a prompt to rate Flo right around here, while sentiment is high, instead of only borrowing other people's reviews.202122232425"How do you feel about your period?" then "you're not alone, many people feel the same." An emotional question answered with empathy, which builds the relationship before the ask. Good feelings-first copy for this category.2627Walks you through the 4 cycle phases and says Flo optimizes your life around each one. Teaching something useful mid-flow builds perceived value and sets up why logging matters.28293031323334353637"Calculating your cycle predictions" loading screen with "89% of users say Flo helped them feel more informed." Showing the work makes the personalization feel earned, and stacking a stat on the wait turns dead time into another proof point.383940Notification permission framed by the payoff first: "want a heads up before your period starts? Tap allow." Priming the benefit on the screen before the system prompt is the right way to get the opt-in.414243444546474849505152535455A health-assistant chat offering proactive support for your symptoms. New value beyond tracking, and it gives a daily reason to open the app, which is what retention runs on.5657585960616263646566"Unlock your orgasm guided journey" with a named sex therapist. A premium feature teased during onboarding so the paywall later has something concrete to sell. Naming a real expert raises the perceived value.6768"Invite my partner" / Flo for Partners, a referral loop dropped straight into onboarding. Every invite is a near-free install, so even a small send rate lowers CAC. I'd test how many actually invite from here versus later in the app.69707172Asks for Apple Health access framed as "your cycle and health data in one place." Benefit-led permission ask, and pulling in steps, weight, and sleep makes predictions better and the switching cost higher.737475767778798081828384"When you Flo, you know" with a With/Without comparison that lists back the exact worries you flagged earlier. The personalization payoff: they show they listened and frame the app as the fix right before the ask.85"I, Alex, will use Flo to improve my relationship with my period." A tap-and-hold pledge in first person with your name in it. A physical micro-commitment right before the paywall, which nudges buy-in up. It's the hold-to-commit mechanic you see in apps like Headway.868788The paywall fires here, after a very long quiz. Yearly is the default at $59.99 with the free-trial toggle defaulted off, a star review up top, and a family plan as the pricier anchor. Trial-optional sends stronger purchase intent to ad networks than a forced trial.89Hit continue without buying and you get "before you go, here's 14 days free." Most people don't convert on the first paywall, so a softer trial-extension second ask picks up some of them.9091"We have a gift for you" before they show you around. Curiosity framing for what's actually another discount, with a bit of reciprocity setup before the next ask.9293The "gift" is a one-time offer: 77% off forever, $179.88 struck through to $39.99, "once you close it's gone." Strikethrough anchoring plus scarcity, and now the trial toggle is defaulted on. This is the segmented discount for people who balked at full price.95Account creation lands here, after the paywall, with Apple/Google/email. Pushing signup this deep means only high-intent users hit it, which protects completion, but it also means they saw the whole pitch and the price before making an account. Reasonable tradeoff for a tracker.96101102103104Drops you onto a real dashboard with your cycle, daily insights, and a log button, not a blank screen. Good activation: there's an obvious first action and the predictions you were promised are right there.105106107In-app "we detected a symptom that may need attention... check in 5 minutes, not 2 years" PCOS self-assessment. A health-anxiety hook that doubles as a reason to engage, placed right after onboarding.108109110111112113114115116117118119120121122123124125126127128129130131132133134135136137
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
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
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
95
96
101
102
103
104
105
106
107
108
109
110
111
112
113
114
115
116
117
118
119
120
121
122
123
124
125
126
127
128
129
130
131
132
133
134
135
136
137
