105 screens · Screen Recording · recorded Jun 2024
Learning / KnowledgeSoft paywall · trial optionalpaywall: post onboarding quizquiz drivengoal settingsocial proof heavyannual default with trialone plan onlypricing anchor strikethrough
1Continue with Apple is the first thing they show, account before any value. Apple sign-in lowers the friction of asking upfront, but you're still gating the whole flow on signup before anyone's felt the product. I'd test pushing this past the first quiz.25681011121314151617The quiz hands you a 'Star Shooter' achievement for setting your goals. Gamifying the quiz itself keeps completion up, and it gets you used to earning badges before the streak mechanics show up later.1819Side by side: a typical book is 300+ pages and 8-10 hours, a Headway summary is 15 minutes. That's the price-value setup. They're framing the product as time saved, so the subscription feels cheap against the hours you'd otherwise spend reading.2021A streak ladder (7-day 'promising' up to 50-day 'unstoppable') before you've read a single summary. Planting the streak loss-aversion early so the habit framing is already in your head by the time the paywall hits.2223Notifications pitched by specific benefit: morning reminders, daily microlearning, streak nudges. Framing the ask around what you get beats a bare 'allow notifications.' I'd still want this firing after they've felt value, not mid-quiz.24A 5-star user quote dropped into the quiz: 'never have time to read a full book.' Social proof that mirrors the exact objection they're building the pitch around. Cheap to add and it reinforces the time-saved angle.25262728'30M users' with a Sensortower citation. A big round number plus a named source reads more credible than a bare claim. Standard trust-building before they start asking about specific books.29Thumbs up/down on real book covers ('How interested are you in this book?'). A swipe-style micro-commitment that quietly builds a library you're invested in before the paywall. Every tap is buy-in and zero-party data on what to show you later.303132333435'Book summaries you're interested in were saved to the library.' This pays off all those thumbs-up taps, so the library feels like yours before you've paid a cent. Investment they can point back to at the wall.36Free preview of a real summary (Atomic Habits) before any wall. Letting you feel measurable progress on one book builds the trust that justifies the price. This is the value-before-paywall move.3738394041After one key point: 'finish setup to unlock full learning experience.' The teaser cut. You've felt the value, now the rest is gated, right when you want more.42'We are crafting your goals' loading screen with a 30M-users rating, and they slip yes/no questions in while it 'works.' The loader sells the personalization effort, and the embedded questions keep you tapping instead of staring at a spinner.444546474849A commitment pact you confirm with a tap-and-hold (the fingerprint UX Headway helped popularize). A physical micro-commitment in first person right before the ask, which nudges buy-in up.5051A letter 'from future you' dated a year out, thanking you for the choice you're 'about to make.' Pure aspiration and a soft push toward the purchase, timed right before the paywall.52The 3-step trial timeline: full access today, reminder on day 5, cancel by day 7. Spelling out the cancel path lowers trial anxiety, which lifts trial starts. 'No payment now' does the heavy lifting.535455The paywall: 7 days free then $7.49/mo billed yearly at $89.99, one plan with 'view other plans' tucked below. Annual-default-with-trial keeps the headline number small. 'super easy to cancel' under the CTA is there to take the last bit of hesitation off.5759606162Hit the X and you get a second offer: 44% off, $89.99 struck through to $49.99, no trial. Most people don't buy on the first paywall, so a discounted annual with a strikethrough anchor picks up some of the leavers. Note they drop the trial here and go straight to a cheaper commitment.6364656667686970Invite friends to 'enjoy the world's best ideas side by side,' baked into the home screen. A referral loop surfaced right after activation while motivation's high. If even 15% invite someone, that's CAC down 15%.7172A second paywall variant: same $89.99/year but anchored as 'only $1.73/week.' Reframing the annual price as a tiny weekly number is the standard way to make it feel trivial. Different art, same plan, testing which framing converts.7374757677787980818283848586878889909293949596979899100101102103104105
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