The Challenge
What TopGum Was Facing
TopGum's consumer health app had strong install numbers from paid acquisition but poor monetisation. Users downloaded the app, experienced a lengthy onboarding quiz, and churned before reaching the purchase decision — with over 63% abandoning during the personalisation flow before seeing the product recommendation.
The Solution
What We Built
We redesigned the onboarding around a "show then ask" model — users experienced the core product value within the first 60 seconds before being asked for personalisation input. The quiz was reduced from 14 questions to six, with progressive profiling completing the data collection over the first week. Purchase CTAs were introduced contextually within the product experience.
Results
Measurable Outcomes
✓41% lift in install-to-purchase conversion within 45 days
✓Onboarding completion rate improved from 37% to 82%
✓First-week retention increased by 53%