“We found that if we ask people 'hey, do you want more calories on the weekend' and they say yes, they convert more. It really introduces this idea of loss aversion, especially after you've spent like 10 minutes taking a survey, getting into a headspace where you're ready to invest in yourself.”

Set up premium features in onboarding to trigger loss aversion at the paywall

Users configure premium features (like calorie cycling — 'the Weekender') during onboarding. If they opt in, the paywall reframes the trial as 'don't lose what you just set up.' Concrete loss > abstract gain. The mechanism only works for features with day-one resonance — setting a carb goal upfront actively hurt conversion in their tests.