1100,000,000 users, 4.7 from 1.3M ratings, #1 Health & Fitness app, all stacked under laurels above the fold. They front-load every credibility signal before asking for anything. 'Get started' with signup demoted to 'Already registered? Sign in,' so no account wall on the way in.234'Impulse is much more than a brain training app.' They reframe a games app as self-discovery: IQ score, archetype, trauma response, ADHD type. It widens the perceived value and the audience before any quiz. I'd test whether this lifts conversion or just slows people down before they get to play.5Goals as multi-select, 'choose all relevant ones.' Good, people come for more than one reason. This is the zero-party data they echo later, so the options here should map straight to the value props they show downstream.6A follow-up asking why those goals matter to you. It pulls out the emotional driver they can mirror in copy. Two question screens back to back is a small drop risk though.78'Explore more than 35 games and 9 tests that can help you manage health & stress.' That last line is pulled from the goal you picked, so the value prop reads personalized. This is the payoff for asking goals a few screens back.910'More than 4,000,000 users have completed IQ and other self-discovery tests.' Social proof dropped right when they pitch the test angle, not just on the splash. The specific number is tied to the exact thing they want you to want.11'Do you have ADHD?' with yes / I think I do / no / not sure. ADHD self-curiosity is a strong hook for this audience and a high-intent segment. They're using the quiz to qualify, then they sell the ADHD test later.1213141516Pre-paywall feature list framed as 'Try Impulse Premium for free.' Daily trainings, 35+ games, the tests, progress vs peers, no ads. They do the pitching here so the price screen can just be the ask.171819Notification permission fires during 'set a daily goal,' tied to streaks. The goal screen makes the prompt feel like part of your plan instead of a random ask. Asking in context beats a cold prompt on screen one.202122'How did you hear about us' mid-onboarding. This is self-reported attribution feeding their marketing, not anything that helps the user. Fine to ask, but I'd move it after the paywall so it doesn't sit in a conversion moment.232425First paywall after the quiz, before any game. Three tiers: weekly $6.99 pre-selected, yearly $39.99, lifetime $49.99, plus an optional 'Not sure yet? Enable free trial' toggle. Defaulting to weekly with no trial sends high-quality purchase signals to ad networks. The X top-left lets people through to the games, and they come back with a discount later.26Flip the trial toggle and the weekly card becomes '3-day free trial, then $6.99/week,' button changes to 'Try free & Unlock.' Trial is opt-in, not the default. That keeps the non-trial buyers in the high-value bucket while still catching the hesitant ones.27Lifetime carries a '50% off' tag at $49.99. It anchors the weekly and yearly as the smaller commitment and gives a one-time-payment escape for people who hate subscriptions.282930'You're ready! Now finish your first 3 games to get a reward.' They send you into real gameplay before the hard sell. Let people feel the product and build a little investment, then come back with the discounted wall. Value before the ask.3132333435363738394041424344454647484950515253545556575859606162636465666768Game result: 'You outperformed 99% of your peers,' with a high-score graph and a thumbs up/down. Social comparison right after you played makes the free sample feel like a win, which is the feeling they want to charge against.69707172737475767778798081828384858687888990919293949596979899100101Rate prompt drops after two games while you're on a high-score screen. Asking for the App Store review at peak sentiment, before the next paywall, is the right time to capture it.102103104Day-one streak screen with the flame and a week grid: 'Don't miss tomorrow's training.' Loss aversion and streak mechanics installed before you've paid anything. The streak is the retention hook they build from session one.105'Tap the box to get your reward.' A variable-reward unwrap after the first training. It gives the session a payoff and sets up the habit loop. Cheap dopamine, and it works.106107108Second paywall after gameplay, now with the discount. '92% off,' $6.99/week struck through, 'your price $0.56/week ($28.99 annually).' Most people skip the first paywall, so the post-value wall comes back cheaper now that they've actually played.109110111112113Reject and you get an exit-intent offer: 'Premium users are 4x more likely to build a habit,' final price $0.48/week, 'Save 93%,' and 'Reject offer permanently' as the only way out. A second, deeper discount with a little value chart to catch the last holdouts. Most people don't convert the first time, so segmenting the price down like this earns its keep.114115116Post-paywall they don't dump you on a blank home. 'Nice job today! Choose your next activity,' archetypes test or candy sort game. They hand you the next action toward an aha moment instead of leaving you to figure it out.117'Unlock summaries by completing any 2 tests,' with a progress bar at 0%. They set a clear next goal right after onboarding. The IQ, ADHD, and archetypes tests are the retention and upsell engine, and the locked summary gives you a reason to start.118119120Same discounted wall with a 23:59 countdown ticking. Manufactured urgency on a discount that resets every session. Standard play and the timer does lift conversions, but the 'available on this screen only' line is doing a lot of the work.121122123124
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