MeditationSoft paywall · trial optionalpaywall: post onboarding quizvalue prop carouselquiz drivengoal settingsocial proof heavyannual default with triallifetime optionfeature list
123Problem first. They open with the pain (over stimulated, tired, stressed, can't sleep) before saying the product name. You nod along with the problem, so you're primed to want the fix when they introduce it.456789101112Eleven intro screens before you do anything. That's a lot of telling before showing. Endel can carry it because the brand reads premium and the sound itself is the product, but I'd test cutting this in half to get people to the first question faster.13Attribution survey: 'how did you discover Endel' with channels like ads, podcasts, app store. This is self-reported marketing data for them, not personalization for you. Putting it up front gets the answer while attention is fresh.1415Consent priming before the iOS tracking prompt. They reframe tracking as helping others ('reach the right people through ads'), so the system dialog on the next screen feels like a favor instead of surveillance. This is how you lift ATT opt-in.16The actual ATT prompt, fired right after the priming screen. Pairing the soft-sell screen with the system dialog is the standard way to push tracking opt-in above Apple's default rate.171819Goal setting: focus, sleep, or mental wellness. This routes the rest of the onboarding (I picked sleep and got a sleep quiz and a sleep paywall). 'The choice will not limit your Endel experience' lowers the stakes so people commit to an answer instead of stalling.2021A social proof stat dropped between quiz questions. '71% of users strongly agree Endel helps them fall asleep' is sleep-specific because I chose sleep. Breaking the quiz with a payoff keeps momentum and reinforces the goal you just picked.2223Sleep hours question with 'or Sync Sleep Data Automatically' via Allow Health. Pulling real HealthKit data makes the personalization feel earned, but it's a permission ask in the middle of the quiz. I'd watch whether the Health prompt drops people here.242526'We'll help with that' plus 'create a sleep routine with bedtime reminders.' They sell the benefit of notifications before asking for the permission. Skip sits in the corner so it doesn't block anyone who isn't interested.272829303132The payoff after the quiz. '71% report better sleep' with bullets that match the sleep goal I picked (fall asleep quicker, deep sleep, wake up energized). The personalization paying off right before the ask.33Testimonial wall with 'over 1 million users worldwide' and a long five-star review. Stacking volume proof and a detailed story right before signup and the paywall, when intent is highest.34363738394041424446The value payoff repeated ('77% report better sleep') right before account setup. Reinforcing the result a second time, though I'd test whether showing it twice earns its place or just adds length.4748Account setup lands here, after the value and the quiz, with Sign in with Apple and a 'Later' escape. Good placement: high-intent users save progress, and 'Later' keeps everyone else moving instead of hitting a hard signup wall.4950515354The paywall defaults to annual ($119.99) with the trial OFF, hidden behind a 'Not sure yet? Enable free trial' toggle. Making the trial opt-in pushes some people to buy outright, which sends stronger purchase signals to the ad networks. The X up top lets you out.55Flip the toggle and the same annual plan becomes a 7-day free trial, same price reframed as risk-free. Letting the user turn the trial on themselves is a small commitment that makes the plan feel like their choice.57All plans view: annual, 3 month, monthly, and a $249.99 lifetime. The lifetime sits at the top of the range and makes the annual look cheap next to it. Classic anchor.58596061Close the paywall and you land on a working dashboard, not a blank screen. Soundscapes are right there to play, so people reach the actual product even without paying. That free taste is what sets up the exit-intent discount and later upsells.62Hit close and you get a second offer: 30% off, annual down to $83.99. Most people never buy on the first paywall, so a discounted second ask catches some of the leavers. Apple limits discount offers, so they frame it as a one-time gift.636465666768697071727374757677787980818283Referral built into the home screen: 'Share Endel for free, help your friends focus, relax and sleep with 14 days of Endel completely free.' Give-a-trial loops lower CAC if even a slice of users share, and putting it where engaged users land is the right spot.8485
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