How Passion.io Doubled Conversion Rates with a Mobile-First Approach

Overview: Passion.io, a leading SaaS platform, empowers creators to launch custom-branded apps effortlessly, focusing on online courses and community engagement. Our challenge was to transition the onboarding process from web-only to a seamless mobile experience, enhancing user interaction and improving conversion rates.

Problem: Creators found the existing web-only onboarding process disjointed and non-intuitive, expressing feelings of being overwhelmed and disengaged. The absence of a mobile onboarding route restricted our reach and hindered user satisfaction.

Solution: We introduced a fully integrated mobile onboarding experience that aligned with contemporary UX best practices. The revamped process included:

• Streamlined steps with clear progress indicators.

• Engaging CTAs and personalized interactions based on user segmentation.

• Stripe integration for payments, circumventing the need for traditional In-App Purchases.

• Initial designs and prototypes were developed and tested using Maze to ensure simplicity and effectiveness.

Outcomes:

• Conversion Rate: Improved from 0.4% to 0.8%, effectively doubling our onboarding success rate.

• Engagement: The new onboarding flow significantly reduced feelings of complexity and increased user satisfaction, leading to a higher rate of completed applications.

• Revenue Impact: Estimated monthly revenue increased from $360K to $600K, with a noticeable reduction in customer acquisition cost from $850 to $730.

Technological Integrations:

• Customer.io and Active Campaign: Utilized for targeted email campaigns and push notifications to enhance user engagement post-onboarding.

• Adtribute and Amplitude: Deployed for advanced tracking and analytics to refine marketing strategies and identify user behavior patterns.

KPIs Monitored:

• Onboarding Completion: Target to increase monthly completions from 360 to 600.

• Scale and ROAS: Improve Return on Ad Spend from 0.8 to 0.9.

• Customer Purchase Obligation: Maintain at $1,000 while enhancing the segmentation strategy.

Conclusion: Passion.io's initiative to redesign the mobile onboarding experience reflects our commitment to providing creators with a superior platform that not only meets but exceeds user expectations. This project has set a new benchmark for user engagement and conversion, positioning Passion.io as a frontrunner in the digital product space. Future updates will focus on leveraging insights gained to further enhance the user experience and drive business growth.