Lose It: Motivating Users for Purchase

In short

Lose It keeps users motivated through a 109-screen onboarding. The first screen confirms the App Store promise, 53 screens segment users while 47 lift their motivation, a gradual warm-up comes before data collection, push permission is requested only on screen 103, and sign-up is followed immediately by a paywall with a 7-day trial.

Leo · CEO, Segmently Smart Flow

Published · 2 min read

№33 in Health & Fitness, 109 onboarding screens!

Downloads - 100K, Revenue - 2M

Line chart of user motivation across Lose It’s 109 onboarding screens, climbing slowly to a peak near screen 95, then easing off

What you can learn

Exemplary Welcome screen #F1:

  • They promise weight loss on the App Store page → The very 1st screen shows that the user arrives at the right place
  • They remind the user why they should go through all 109 onboarding screens → LOSE IT
  • They indicate how the weight-loss goal will be achieved: Track what to eat → Follow calorie budget → Reach your goal
Lose It! App Store icon next to the first onboarding screen, which repeats the icon and lists the three steps to the weight-loss goal
  • Personalized onboarding → 53 screens with segmentation (#F2)
  • Together with the segmentation, they give important information for USERS. This compensates for the motivation spent on choosing the proposed options → 47 screens aimed at lifting users' motivation #F5_1, #F5_2, #F5_3, #F5_4, #F5_5
Lose It motivation screens grouped F5_1 to F5_5: how users see the solution, barriers, life circumstances, expectations, past attempts

Information tailored to the USER's needs:

  • This helps maintain motivation during the selection process → 47 screens boosting motivation (#F5)

Gradual warm-up before data collection: 32 screens!

  • They gather essential information to calculate a calorie budget, etc. → 20 screens (#F3)
  • The Push Notification request is made only after the FULL warm-up, on screen 103
  • Pre-Paywall Slimming Plan selection option for product trial (#F6)

Sign-up is shown at the end followed immediately by the paywall.

User segmentation occurs after the warm-up and product trial phase (#F7):

  • Accurately offering a 7-day trial
  • Allowing users to explore the product without being intrusive
End of the Lose It onboarding: the Flexible Weekender plan, the account sign-up screen, then the paywall with a 7-day free trial
  • This serves as a well-designed strategy example!

You can find the full analysis here.

Key takeaways

  • The first screen repeats the App Store promise of weight loss and shows how the goal will be reached: track what you eat, follow a calorie budget, reach your goal.
  • 53 of the 109 screens segment users, and 47 screens give information tailored to their needs, which compensates for the motivation spent on answering.
  • A 32-screen warm-up comes before data collection, and 20 screens then gather what is needed to calculate a calorie budget.
  • The push notification request waits until the warm-up is complete, on screen 103, and a plan selection lets users try the product before the paywall.
  • Sign-up comes at the end and is followed immediately by the paywall, which offers a 7-day trial.