Growing profitable customer acquisition in web onboarding
Timeline:
Permanent
Role:
Lead Product Designer
Team:
Product Manager, Engineering, Release Manager, Content Design, UXR, Data analyst, User Acquisition
Strategy
Opportunity
Acquiring customers through web funnels offers multiple positives compared with conventional in-app onboarding.
- Web subscriptions are a lot more profitable to the business as you avoid paying any commission fees to the App Store and Play Store.
- Launching experiments in web isn’t limited by releasing new app versions meaning you can ship and learn a lot faster.
- There are less limitations and rules as web subscriptions sits outside of the jurisdiction of the App Store and Play Store.
- Activation data can be sent back to our acquisition channels improving the algorithms ability to learn and optimize.
Method
The web onboarding team at Flo uses a consistent method of validating ideas. The activation rate for trial starts is the first marker for success. The experiment is then monitored for a period of 30 days to ensure that the paid subscription activation rate sees the same results. Finally our analyst monitors the impact on ARPU.
Experiments
Trial reminder
Insights
After conducting market research, we identified that other web checkout experiences were utilizing a trial reminder mechanic whilst highlighting the trial expectations.
Hypothesis
If customers can enable a trial reminder, then they will feel at ease that they won’t be charged for the full subscription without their awareness. This mechanic will put their mind at ease leading to higher conversation rate on the checkout screen.
25.1% uplift in unbounded ARPU
Scratch card mechanic
Hypothesis
If customers are presented with engaging mechanic like a scratch card type experience, they may find the deal that’s revealed more interesting and appealing.
7.5% uplift in conversion rate leading to 1.8% ARPU uplift
Perimenopause score web funnel
Opportunity
There is a feature in the Flo app that asks a series of questions and then presents you with a perimenopause score based on the severity of your symptoms on your well-being.
Hypothesis
If customers are acquired with the idea of a tangible thing like a perimenopause score, then we can use this outcome as a hook to convert them to a trial in the web funnel
$1.57M additional revenue in year 1 from new perimenopause funnel
Before and after Flo visuals on checkout
Hypothesis
If customers see a visual representation of life before and life after Flo based on their goal, they will be more likely to convert to a trial.
$1.57M additional revenue in year 1 from new perimenopause funnel
Get in contact
My inbox is always open to people looking to collaborate on interesting projects. Send a message to
stuartwalker559@gmail.com
Stuart Walker
Resume
Contact
Growing profitable customer acquisition in web onboarding
Timeline:
Permanent
Role:
Lead Product Designer
Team:
Product Manager, Engineering, Release Manager, Content Design, UXR, Data analyst, User Acquisition
Strategy
Opportunity
Acquiring customers through web funnels offers multiple positives compared with conventional in-app onboarding.
- Web subscriptions are a lot more profitable to the business as you avoid paying any commission fees to the App Store and Play Store.
- Launching experiments in web isn’t limited by releasing new app versions meaning you can ship and learn a lot faster.
- There are less limitations and rules as web subscriptions sits outside of the jurisdiction of the App Store and Play Store.
- Activation data can be sent back to our acquisition channels improving the algorithms ability to learn and optimize.
Method
The web onboarding team at Flo uses a consistent method of validating ideas. The activation rate for trial starts is the first marker for success. The experiment is then monitored for a period of 30 days to ensure that the paid subscription activation rate sees the same results. Finally our analyst monitors the impact on ARPU.
Experiments
Trial reminder
Insights
After conducting market research, we identified that other web checkout experiences were utilizing a trial reminder mechanic whilst highlighting the trial expectations.
Hypothesis
If customers can enable a trial reminder, then they will feel at ease that they won’t be charged for the full subscription without their awareness. This mechanic will put their mind at ease leading to higher conversation rate on the checkout screen.
25.1% uplift in unbounded ARPU
Scratch card mechanic
Hypothesis
If customers are presented with engaging mechanic like a scratch card type experience, they may find the deal that’s revealed more interesting and appealing.
7.5% uplift in conversion rate leading to 1.8% ARPU uplift
Perimenopause score web funnel
Opportunity
There is a feature in the Flo app that asks a series of questions and then presents you with a perimenopause score based on the severity of your symptoms on your well-being.
Hypothesis
If customers are acquired with the idea of a tangible thing like a perimenopause score, then we can use this outcome as a hook to convert them to a trial in the web funnel
$1.57M additional revenue in year 1 from new perimenopause funnel
Before and after Flo visuals on checkout
Hypothesis
If customers see a visual representation of life before and life after Flo based on their goal, they will be more likely to convert to a trial.
$1.57M additional revenue in year 1 from new perimenopause funnel
Get in contact
My inbox is always open to people looking to collaborate on interesting projects. Send a message to stuartwalker559@gmail.com
Stuart Walker
Resume
Contact
Growing profitable customer acquisition in web onboarding
Timeline:
Permanent
Role:
Lead Product Designer
Team:
Product Manager, Engineering, Release Manager, Content Design, UXR, Data analyst, User Acquisition
Strategy
Opportunity
Acquiring customers through web funnels offers multiple positives compared with conventional in-app onboarding.
- Web subscriptions are a lot more profitable to the business as you avoid paying any commission fees to the App Store and Play Store.
- Launching experiments in web isn’t limited by releasing new app versions meaning you can ship and learn a lot faster.
- There are less limitations and rules as web subscriptions sits outside of the jurisdiction of the App Store and Play Store.
- Activation data can be sent back to our acquisition channels improving the algorithms ability to learn and optimize.
Method
The web onboarding team at Flo uses a consistent method of validating ideas. The activation rate for trial starts is the first marker for success. The experiment is then monitored for a period of 30 days to ensure that the paid subscription activation rate sees the same results. Finally our analyst monitors the impact on ARPU.
Experiments
Trial reminder
Insights
After conducting market research, we identified that other web checkout experiences were utilizing a trial reminder mechanic whilst highlighting the trial expectations.
Hypothesis
If customers can enable a trial reminder, then they will feel at ease that they won’t be charged for the full subscription without their awareness. This mechanic will put their mind at ease leading to higher conversation rate on the checkout screen.
25.1% uplift in unbounded ARPU
Scratch card mechanic
Hypothesis
If customers are presented with engaging mechanic like a scratch card type experience, they may find the deal that’s revealed more interesting and appealing.
7.5% uplift in conversion rate leading to 1.8% ARPU uplift
Perimenopause score web funnel
Opportunity
There is a feature in the Flo app that asks a series of questions and then presents you with a perimenopause score based on the severity of your symptoms on your well-being.
Hypothesis
If customers are acquired with the idea of a tangible thing like a perimenopause score, then we can use this outcome as a hook to convert them to a trial in the web funnel
$1.57M additional revenue in year 1 from new perimenopause funnel
Before and after Flo visuals on checkout
Hypothesis
If customers see a visual representation of life before and life after Flo based on their goal, they will be more likely to convert to a trial.
$1.57M additional revenue in year 1 from new perimenopause funnel
Get in contact
My inbox is always open to people looking to collaborate on interesting projects. Send a message to stuartwalker559@gmail.com