How we reimagined onboarding, increasing ARPU by 14% and CR by 15.4%

Onboarding is a pivotal moment in any mobile app, especially for Instories, where the goal was to not only captivate users but also demonstrate the app’s value and encourage subscriptions. To address low C1 conversion rates and user confusion about the product’s benefits, we redesigned the flow to be more engaging and personalized. By showcasing the app’s key features and tailoring the experience to individual needs, we successfully boosted engagement and drove measurable growth.

Video editing apps typically use one of two onboarding approaches: inspiration based—focused on visual appeal and showcasing what users can create or engagement based—centered on interactivity, encouraging users to explore features or set preferences early on.

Our initial onboarding leaned on inspiration, using visually appealing content to highlight the app’s core features. However, users skimmed through too quickly, missing key benefits, and it was challenging to address the diverse needs of our audience in just a few screens.

We hypothesized that a personalized onboarding flow, tailored to user preferences, would enhance growth metrics and better address user needs.To test this, we developed a custom question set informed by our interviews:
(Notion screenshot of questions)

Through JTBD interviews, we identified four key user segments: business owners, bloggers and influencers, content creators, and marketers. Each group had unique goals—some prioritized saving time, while others needed advanced tools and effects to create compelling visuals.

To address this diversity, we hypothesized that a personalized onboarding flow tailored to user preferences could boost growth metrics and better meet user needs. We developed a custom question set based on our findings to test this approach.

To create an engaging onboarding experience, we established five core principles. We focused on asking only essential questions to keep the flow concise and personalized, while showcasing the app’s most valuable features to capture user interest early on. A progress bar was introduced to motivate users to complete the process, and a “loading” screen hinted at tailored content, adding an element of anticipation. Finally, we embraced continuous testing, refining each step to ensure a seamless and effective experience.

We developed a prototype to simulate a personalized onboarding experience. After completing the standard flow, users encountered a “loading” animation suggesting their experience was being tailored.

Key insights emerged during testing: users valued the personalized approach, even with the slightly longer process. However, the design of the first screen proved critical—an abstract graph initially misled users and set incorrect expectations. Replacing it with a clearer visual made the flow feel more intuitive and user-friendly.

To evaluate the potential of personalization, we conducted an A/B test using a “fake” personalized feed setup. After onboarding, users were shown a screen suggesting their feed was being tailored, though real personalization wasn’t yet implemented.

Our efforts paid off:
- ARPU increased by 14%.
- Install-to-subscription conversion rose by 15.4%.
- Only 11.7% of users dropped off before the payment screen, a low rate given the extended flow.

These findings highlighted the effectiveness of even a perceived personalized experience in driving user engagement and revenue growth.

This experiment demonstrated that bold ideas, like extending onboarding, can yield significant results when executed thoughtfully. A well-designed onboarding process is more than a simple introduction—it’s a critical stage that shapes the entire user journey.

To succeed, I balanced business metrics, user expectations, and technical constraints. Collaborating closely with a cross-functional team, we made data-driven decisions and found compromises that worked for everyone.

This experience reaffirmed that the right strategy is always supported by measurable outcomes.