164 screens · Screen Recording · recorded Mar 2024
Health FitnessSoft paywall · trial optionalpaywall: post onboarding quizquiz drivengoal settingsocial proof heavyvalue prop carouselannual default with trialfeature listpricing anchor strikethroughtestimonial heavy
1Leading with the health-data privacy consent. For a period app handling intimate data, trust is the real conversion blocker, so they clear it before asking anything: 'your data will never be shared with any company but flo-2024-03.' Smart instinct, but stacking the full legal consent on screen one risks a bounce before the user has seen a single reason to care.234567'Nice to meet you jacob.' Cheap name capture that pays off instantly and gets reused on later quiz screens ('how do you feel about your period jacob'). Zero-party data working from minute one.89ATT prompt plus the AppsFlyer data-sharing consent stacked right at the top of the flow. Asking to track before any value is built tanks opt-in rates. I'd push this past the aha moment, when they're bought in enough to tap allow.1011'Are you pregnant' with three branches (no but I want to be / here to understand my body). This is the segmentation fork that should reshape the whole flow. Routing trying-to-conceive users into a different value story than trackers is exactly where personalization earns its keep.12Asking the birth year with the reason attached: 'your cycle can change with age, knowing it helps us make better predictions.' Always pair a data ask with its payoff. It lifts completion versus a bare date picker.1314'You're in the right place, flo-2024-03's tracked over 2.2 billion cycles.' Scale as proof, dropped early to justify handing over intimate data. The number does the selling here.15'Why are you tracking your cycle, choose as many as you like.' Multi-select goal capture done right. These goals should echo on the paywall and the home screen later, otherwise the data is wasted.161718The prediction preview: 'period in 3 days, low chance of getting pregnant.' Showing the actual product output this early is the fastest path to value. They give you the aha before the long quiz, not after it, which is the right call.20The reviews wall. Five-star social proof while intent is high. Good placement, but four testimonials stacked at once just gets skimmed. I'd test one strong quote with a face over a wall of text.2122'What can we help you do' quietly expands Flo past period tracking into sex life, PCOS, symptoms. This is the monetization surface widening: the more problems they get you to claim, the more reasons you have to pay later.23'How do you feel about your period jacob' with the love-hate framing. An emotional question that builds investment and hands them sentiment to personalize against. Note the name reuse keeping it feeling 1:1.2425The 4-stage cycle explainer. Teaching the hormone phases builds perceived expertise and frames logging as the thing that unlocks it. A clean 'here's why your data matters' beat.26272829'Log your periods to get accurate predictions, 90% of users say flo-2024-03 accurately predicts the start of their period.' Pairing the data ask with the payoff stat, and the sample-data calendar lowers the effort to take the first action.303132333436373839404142'We'll need more period data, turn on notifications so we can remind you to log.' Framing the notification ask as the path to the prediction they were just promised. Benefit-led priming beats a cold system prompt every time.43The notification system dialog fires right after the priming screen. Correct order: warm them up with the why, then trigger the OS prompt.4445464748'How do you feel today jacob, select your symptoms.' A real micro-logging interaction inside onboarding. Getting them to actually log once, not just answer questions, raises psychological buy-in before the wall.505253This is the clever mechanic. Tapping a symptom expands an inline tip ('mood swings are common, track in flo-2024-03 to find a pattern'). Every selection returns instant educational value and teaches what logging will unlock. It forces engagement instead of tap-tap-next.5455565758596061626364'A virtual health assistant in your pocket.' Seeding the AI chat as a premium hook. This is what they gate later, so building the want for it now is the right setup.65The 'does your cycle impact your sleep / skin / energy / diet / mental health' series, each opening with a stat ('69% of users say flo-2024-03 helps them sleep better'). Strong pattern, but they run it across a dozen near-identical screens. This is where the 164-screen flow bloats. I'd cut it in half.66676869707172737475767778798081828384858687The sex-life multi-select. Flo leans hard into sex because it's the differentiated, harder-to-find content people will actually pay for. Getting you to claim the problem here sets up the premium courses.888990919293949596979899100101102103104105'Thanks for being so honest jacob, we're ready to make your sexual experiences more pleasurable.' A payoff that closes the sensitive section and rewards the disclosure. Reciprocity for the vulnerability they just pulled out of you.106Height, then weight, then smartwatch, dropped 100 screens deep when patience is gone. These body metrics feel bolted on at the worst possible moment. I'd move the essential ones up front and drop the rest.107108109110111'Your cycle and health data in one place' value prop sitting right before the HealthKit ask. Same benefit-before-permission move they use well throughout.112113114115The 'personalizing your experience' loading sequence: a climbing percentage with rotating value teasers. Loading screen as theater. It sells the work being done and the personalization while you wait, and the % is a goal gradient pulling you to the finish.116117118119120121122123124'Your data and privacy is our no 1 priority' at 98%. Closing the loading sequence on the trust message, right before the paywall, to clear the last objection before the ask.125126127'When you flo-2024-03, you know.' A recap of everything they'll get, dropped just before the wall. It reframes all that quiz effort as value you've already banked, which softens the price.128The strongest psychological move in the flow. A tap-and-hold pledge in first person with your name in it: 'I, Jacob, will use Flo to improve my relationship with my period.' A physical micro-commitment fired right before the paywall to max out buy-in. Headway and others use hold-to-commit, Flo personalizes it into a vow.129130131132133134136The paywall, and the toggle defaults OFF: 'Not sure yet? Enable free trial.' So the default action is the paid yearly with no trial, which sends high-quality purchase signals to the ad networks. Yearly $59.99 shown as $5/mo, with a Friends Plan ($79.99 for 5) anchoring the solo plan as the cheap option. One review quote up top. Well built.137'You're all set jacob' before any payment. A soft close that lets the non-buyer feel finished, which sets up the gift and the exit offer next.138'One last thing, we have a gift for you.' Framing the discount as a gift instead of a desperation drop keeps the price integrity intact while still rescuing the bounce.139140The exit offer for the 90% who don't convert first time: 77% OFF FOREVER, $179.88 struck through to $39.99/year, trial now toggled ON, 'once you close it's gone.' Anchored discount plus scarcity plus a now-enabled trial. The first paywall protects the price signal, this one mops up the leftovers.141142Account creation lands here, after both paywalls. Flo runs the entire quiz, the value, and the full monetization sequence before asking you to sign up. That maximizes high-intent exposure to the offer, but it means zero data on anyone who bounced during the long flow. Apple and Google first, email last, lowest friction on top.143144'Supercharge your sex lives with flo-2024-03 for partners, invite my partner.' A growth loop baked into onboarding. Every partner invite lowers CAC and adds a switching cost. Smart to ask right after they've invested this much.145146147148149150151152153154155156The contextual paywall: 'unlock premium to continue reading.' Gating premium at the moment of intent, mid-article, converts better than a cold wall because the want is specific and immediate.157158159160161162163164
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