Definition
The onboarding sequence shown to new users, often guiding them through feature highlights, value communication, and eventually a paywall or trial prompt. A strong welcome flow increases trial starts and early retention.
Welcome Flow Completion Rate = Users Who Finish Flow / Total New Users x 100. Flow-to-Trial Rate = Trial Starts / Flow Completions x 100.
3-5 screens. Fewer does not collect enough personalization data. More causes drop-off. Each screen should have one clear purpose. The final screen should be the paywall, seamlessly connected to the personalization inputs.
Delay non-essential permissions (push, tracking) until after the user has seen value. If push is critical, show it after the second screen with a clear benefit explanation. Never front-load multiple permission requests — it scares users away.
A/B test one element at a time: number of screens, question wording, visual design, paywall placement. Run each test for 1-2 weeks with at least 2,000 users per variant. Track both immediate conversion and Day-7 retention to ensure short-term wins do not hurt long-term outcomes.
A subscription purchased through a website (commonly using Stripe or Paddle) instead of in-app purchase systems. Web subscriptions allow apps to avoid platform fees and offer more flexible pricing or promotional options.
The process of converting users from a web page, landing experience, or email into app installers, and eventually subscribers. Optimizing this flow requires deep linking, continuity of messaging, and frictionless onboarding.
An automated, real-time message sent from a system (e.g., Stripe, Botsi) to your backend when a subscription event occurs, such as a renewal, cancellation, or trial start. Webhooks enable immediate updates to user status and CRM sync.
The number of unique users who engage with the app within a 7-day period. WAU is a useful middle-ground metric between DAU and MAU, and is often tied to user health scoring and retention tracking.
An app developed once but branded and resold by multiple companies or partners. Common in fitness, education, or wellness categories where the core functionality is the same, but the front-end branding and messaging differ.
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