Such a good read, thank you Jacob! I wonder why they didn't move the sign-up to a later point of the onboarding. I would have guessed that it's better to motivate the user upfront to show what s/he is missing and then show the sign-up.
A lot of times users have high motivation very early on, so you can get high conversion showing up front. This also filters out lower intent users that wouldn't have used your product anyway. This can be helpful for optimizing your paid ads with higher signal conversion events. With an app of their size, their email re-engagement campaigns likely generate significant ROI.
It can also be dependent on app size and brand recognition. Larger apps can get away with tactics that won't work as well for less well known apps.
Good point. I still wonder how big the difference would be for a small company. I see a drop-off of around 25% because of an immediate sign-up on my platform and it's extremely hard to predict if changing that would cost me more users because of not being able to reach them anymore.
You can get a sense of the opportunity though - how much can you attribute to your email programs? What % of additional people need to make it to your paywall for the math to be worth it?
Good points, I should "simply" do the math. Doing an AB-test isn't a real option for a very seasonal product that would need a lot more for this to work, but in the end, I always feel that offering the service without a forced login is the "right" way to do it even though it makes a lot of things harder.
Such a good read, thank you Jacob! I wonder why they didn't move the sign-up to a later point of the onboarding. I would have guessed that it's better to motivate the user upfront to show what s/he is missing and then show the sign-up.
A lot of times users have high motivation very early on, so you can get high conversion showing up front. This also filters out lower intent users that wouldn't have used your product anyway. This can be helpful for optimizing your paid ads with higher signal conversion events. With an app of their size, their email re-engagement campaigns likely generate significant ROI.
It can also be dependent on app size and brand recognition. Larger apps can get away with tactics that won't work as well for less well known apps.
Good point. I still wonder how big the difference would be for a small company. I see a drop-off of around 25% because of an immediate sign-up on my platform and it's extremely hard to predict if changing that would cost me more users because of not being able to reach them anymore.
Only one way to find out... :)
You can get a sense of the opportunity though - how much can you attribute to your email programs? What % of additional people need to make it to your paywall for the math to be worth it?
Good points, I should "simply" do the math. Doing an AB-test isn't a real option for a very seasonal product that would need a lot more for this to work, but in the end, I always feel that offering the service without a forced login is the "right" way to do it even though it makes a lot of things harder.