“We had phone, email, name — and that phone number was not working with consumer subscription. It cause such high drop off you couldn't then monetize. By removing the requirement of a phone you would then better convert.”

Phone Number Field Killed Onboarding Conversion — Removing It Unlocked Subscription

Pray.com originally required phone numbers in onboarding because their social network needed verified users. When they transitioned to consumer subscription, that single field caused catastrophic drop-off before users ever reached the paywall. Removing it unblocked the entire monetization funnel. The lesson: onboarding fields appropriate for one business model can be fatal in another — audit every friction point when pivoting monetization strategy.