“We had a hypothesis about longer onboarding and we started experimenting with guiding the user through an onboarding experience that kind of got to know them… we saw that that onboarding experience actually led to a much higher conversion than without having the longer onboarding.”

Longer Onboarding With Personalization Converts Better Than Rushing to the Paywall

Zumba's team initially believed the fastest path to the paywall was best. Testing proved the opposite: a longer onboarding that asked about goals, showed value-proving interstitials, and personalized the first program shown led to significantly higher conversion. The friction of answering questions built perceived value — users arrived at the paywall already invested.