Glow with Sarah | Fitness
Reducing fitness onboarding drop-off rates by 65%
Glow is a fitness app created by social media influencer, Sarah Magusara. The initial launch went well, with the app receiving thousands of downloads from her followers all around the world.
Project overview
As Lead Product Designer, I led the team tasked with improving onboarding conversion rates. Working in a small team of one developer and one designer, we utilised analytics and user testing to uncover the issue.
My contribution
78% of users weren’t completing onboarding.
Despite the promising launch, there was a drop-off rate during onboarding of 78% with overall subscriptions sat at 12%.
We took a look at the analytics and discovered a significant drop-off right after the third and fourth onboarding questions.
When speaking to early users, we found they wasn’t sure why their personal information was needed or what it would be used for.
Onboarding needed to be clear and tailored to each user.
By reviewing the competition, we realised that while they set clear expectations during onboarding, Glow failed to communicate theirs.
We ran an ideation session with the team to generate potential solutions.
Then we voted for our favourite solutions and prioritised potential improvements.
Engaging and guiding users with personalised fitness plans.
We wanted to engage users straight away by asking their name and offering them the choice to create a tailored fitness plan.
Then we sought to provide more clarity by displaying the total number of questions along with a progress bar.
Finally, we decided to prompt users to sign up to access their plans and only asked them to subscribe afterwards.
Onboarding completion rates were increased by 65%.
Testing showed that users now understood why they were being asked for their personal information and what it would be used for.
They also loved that their fitness plans were tailored to their specific needs and goals which was a major improvement.
This lead to an increase in onboarding conversion rates by 65%.
Clarity improved onboarding but revealed new challenges.
This project was a great example of how being upfront and clear with users can provide a sense of clarity and security as they progress through onboarding.
In terms of next steps, despite the impressive turnaround in the drop-off rate, the subscriptions was around 12%, indicating that there might be an issue with the subscription page which needs more research.