Good Onboarding vs. Excellent Onboarding: Clue vs. Flo
We have two applications performing the same functions. Both apps have very similar onboarding blocks:
✔️Flo actualizes the need through contexts and user expectations and uses four types of social proof.
✔️Flo shows an intermediate result (A-ha moment).
✔️Flo shows an intermediate result (A-ha moment).
As you can see, the main blocks look very similar, but Flo has done an excellent job of creating a sense of a trustworthy conversation for the user, confirming its competence, and delivering results to the user before asking for payment.
Let's see how they achieve this.
1. Both apps start with a welcome block:
Flo (3 screens):
Flo (3 screens):
1. Greet the user
“Hello, I’m Flo.”- 2. Social proof - professional recommendation (suitable for all user cohorts)“#1 female OB-GYN-recommended app for period and cycle tracking.”
- 3. Creating a trusting atmosphere.Ask for the user’s name and greet them by name
Clue (1 screen):
Clue (1 screen):
- 1. “Live in sync with your cycle.
From your first period to your last, Clue's got you covered.”
Flo's approach creates a welcoming and personalized experience, while Clue's message might feel pressured to some users. Mentioning "from your first period to your last" could cause anxiety for young users just starting their menstrual cycle and older users nearing menopause.
While these are assumptions, I would conduct a series of experiments to refine Clue's welcome block. Overall, Flo's welcome block seems more successful.
While these are assumptions, I would conduct a series of experiments to refine Clue's welcome block. Overall, Flo's welcome block seems more successful.
2. Segmentation block - for oneself or for a partner:
Flo:
Concise and clear, though the buttons are placed high and are not convenient to click.
Clue:
- Clue mixes the welcome block with the segmentation block, increasing cognitive complexity.
They had to write a lot of text to cover all segments, making it less elegant than Flo’s approach.
3. Goal segmentation:
Flo:
Examples:
“How are you feeling? Trying to conceive can be an exciting but often overwhelming time — so we're checking in.
- Excited to be on this journey!
- A bit unsure or unprepared
..”
“How soon do you want to get pregnant?
- As soon as possible
- I'm not in a rush - I'm here to learn more
..”
“Why are you tracking your cycle?
- To know when my period is coming
- To know if my cycle or symptoms are normal
- To improve my sex life
..”
“How are you feeling? Trying to conceive can be an exciting but often overwhelming time — so we're checking in.
- Excited to be on this journey!
- A bit unsure or unprepared
..”
“How soon do you want to get pregnant?
- As soon as possible
- I'm not in a rush - I'm here to learn more
..”
“Why are you tracking your cycle?
- To know when my period is coming
- To know if my cycle or symptoms are normal
- To improve my sex life
..”
Clue:
Clue does not increase user motivation through social proof, context relevance, or functional tasks, nor does it reveal the A-ha moment through small tips.
4. Information collection without which the service cannot be provided:
Flo:
Combines questions with social proof or useful facts, creating the feeling of a consultation with a friendly expert.
Clue:
Asks for information quite dryly.
5. Giving an intermediate result right in the onboarding:
Flo:
- 1.Provides a micro-result after the user's answers
- 2.Gives the first prediction (A-ha moment) right in the onboarding before the paywall.
Clue:
- Does not provide any service until the paywall.
6. Paywalls:
Flo:
- 1.Increases user motivation during onboarding and already delivered a result.
- 2.Shows a before/after screen listing what will change in the user’s life with Flo.
- 3. Uses social proof - reviews, revealing simplicity and effectiveness.
- 4.If the user closes the paywall, they offer a gift - a subscription with a 33% discount.
Clue:
- If the user closes the paywall, they threaten to switch to a limited usage mode.
Thus, two identical applications with very similar onboarding structures provide entirely different effects on new user activation.
To not miss important onboarding blocks, you can use our article
To not miss important onboarding blocks, you can use our article
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