Health FitnessSoft paywall · trial optionalpaywall: post onboarding quizquiz drivenvalue prop carouselannual default with trialtestimonial heavy
1Signup is the first thing they ask, before you've seen anything. 'Expert-created journeys' and the watering-the-plant illustration set a premium, growth-y tone, but putting account creation in front of all value is the classic dropout risk. I'd test letting people answer a couple of relationship questions first, then ask for the account once they're invested.23'Paired is made for two' frames the whole product around the couple, not the individual. Worth setting that expectation early since the core loop only works if both partners are in, and it primes you for the invite step later.457891011121314The ATT tracking prompt comes with a real reason: their pairing links use it to auto-match you with the partner who invited you. That honest, specific justification lifts opt-in versus Apple's generic text. It also happens to feed their ad attribution.1516171819202122232425262728'We'll send you reminders on your anniversary' turns a profile question into a retention hook. They're capturing a date that gives them a reason to re-engage you months later, framed as a benefit instead of a data grab.2930After the relationship questions they hand back a read: 'you're both relationship pros, let's keep it that way.' Most apps collect answers and show nothing. A quick reflected-back result like this gives instant value and makes the questions feel worth answering.313233343536The invite-your-partner step is the growth loop. Every Paired user pulls in a second person, so onboarding doubles as acquisition. Placing it before the paywall is a deliberate trade: you capture the viral invite even from people who never pay.3738'How did you hear about Paired' is marketing attribution dressed as onboarding. Useful for their channel reporting, but it's friction that adds zero value to the user. Fine as a single tap, but watch what it cascades into.39404142434445This is where it gets heavy. Pick a channel and it drills into streaming service, then a specific show or podcast, then long scrollable lists of creators. That's a survey for their marketing team buried mid-flow, and every extra tap here is dropout right before the paywall. I'd cut it to one question or move it post-purchase.46474849505152535455565758596061626364Classic with/without comparison right before the paywall. 'Without Paired' lists the pain (feeling detached, avoiding deeper conversations), 'With Paired' lists the wins. It reframes the price against the cost of doing nothing, and the bullets echo the relationship answers you just gave.65Paywall defaults to yearly with the 7-day trial toggle already on, monthly sitting beside it as the expensive anchor ($14.99/mo vs $3.33/mo annual). 'One subscription, two accounts' is a nice framing: one price covers the couple, so it reads as half-priced per person.66'Save 77%' on the yearly plus a five-star quote from 'Jack' does the proof work, and the trial toggle being pre-enabled means the default tap starts a trial. Defaulting people into the trial is how you maximize trial starts, then you convert on the back end.67Second paywall page drops yearly from $39.99 to $27.99 and flips the trial toggle off with 'Not sure yet? Enable free trial.' Reads like a downsell for people who hesitated on the first screen. Most don't buy on the first ask, so a lower number plus a softer trial nudge recovers some of them.68697071727374757677787980818283848586Post-paywall they push 'complete your relationship profile' (photo, goals, topics) instead of dropping you on a blank home. Good activation: give the new subscriber a clear first task so they invest and reach value before the novelty fades.87The home keeps a 'Try Paired Premium' entry, so the paywall is skippable and the app runs freemium underneath. Makes sense for a two-person product: get both partners in even if only one pays, then upsell in context.
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