# Six onboarding flows tested: 0.8% to 1.29% conversion (+61%)

- Outcome: Won
- Page type: Onboarding (App)
- Elements: Onboarding quizzes
- Test run by: [AEZAKMI Group](https://liftarchive.com/practitioners/aezakmi-group/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://apphud.com/blog/experiments-case-study
- Page: https://liftarchive.com/test/aezakmi-led-controller-onboarding/

The best of six onboarding flows lifted conversion to subscription from 0.8% to 1.29% (+61%) and ARPU from $0.12 to $0.14 (+16%). AEZAKMI Group ran the test on its LED Light Controller app, and the case study was published on the Apphud blog. The text does not describe what the winning onboarding contained.

## Result

**0.8% → 1.29% conversion (+61%); ARPU $0.12 → $0.14 (+16%)**

- Conversion to subscription: 0.8% to 1.29%, a 61% relative lift.
- ARPU: $0.12 to $0.14, a 16% lift. ARPU grew less than conversion.
- Same flow, different phases: one option converted 1.12% in phase one and 1.29% in phase two with nothing changed, a reminder that results drift over time.

## Control

The app's original onboarding flow.

## Variant

Six onboarding options in total. Because the tool ran at most five variants at once, the test was split into two phases, and the best flow went live.

## Why it likely won (our reading)

- Onboarding sets up the first paywall view, so a flow that shows the app's value faster can lift conversion. We can't say which change did it, since the screens are not described.
- The smaller ARPU gain suggests the extra subscribers were worth a bit less each, perhaps through cheaper plans or more early cancellations. This is our guess; the source does not explain it.
- Testing many flows side by side raises the odds of finding a better one, but also the odds that one wins by chance.

## Caveats

Published on the blog of Apphud, which sells the experiments tool used, so it may lean positive. Sample size and duration were not shared, and the content of the winning flow was not described.

## How to run this test

- Hypothesis: If we test several onboarding flows at the same time against our current one, then at least one will lift conversion to subscription, because onboarding shapes how users see the app's value before the paywall.
- Primary metric: ARPU per new user
- Guardrail: Onboarding completion rate
- Guardrail: Trial-to-paid conversion
- Guardrail: Day-7 retention
- Who should test it: Apps with enough installs to split traffic many ways and still reach significance. Smaller apps should test two or three flows at a time, or the test will take too long.

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Credit: AEZAKMI Group ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/aezakmi-led-controller-onboarding/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.