Improving Marlee’s Funnel with Smarter Onboarding and Immediate Value
+7.4%
Increase in AHA moment rate
+3.1%
Activation rate post-signup
+6.5%
Increase in free users viewing the pricing page
Overview.
In collaboration with the Marlee team, we redesigned Marlee’s onboarding flow to shift the experience from transactional to transformational. Rather than simplifying for speed, we went deeper, asking more from users upfront so we could give more back.
This included moving from a lightweight four-question intake to a complete motivational analysis, a process that involves understanding the user’s goals, motivations, and challenges, allowing Marlee to personalise insights, dashboards, and recommendations immediately. The experience was repositioned around clarity and value, with each step designed to build user understanding and anticipation.
Services.
UX Strategy + Product-Led Growth + A/B Testing & Experiment Design
Challenge.
Marlee was successfully attracting new users, but too few were progressing through the funnel or engaging meaningfully with the app. Many dropped off before reaching key value moments. The challenge was to increase engagement, deepen motivation insights, and deliver value earlier, all without compromising conversion rates.
Solution.
The updated onboarding experience increased the number of steps, but also increased motivation, context, and perceived value.
A series of A/B tests, which were crucial in validating our approach, confirmed that users who completed the full motivational assessment were significantly more likely to engage with the platform, explore its features, and experience an “AHA” moment, defined as successfully receiving a personalised insight or dashboard.
This led to a remarkable 7.4% increase in AHA moment rate, and a 3.1% increase in activation (defined as users engaging with the app post-signup).
Crucially, we also saw a 6.5% lift in free users reaching the pricing page, indicating improved understanding of Marlee’s value and upgrade path.
While we didn’t collect qualitative feedback at scale, we observed increased stickiness in early cohorts and longer session durations, further evidence that onboarding had become more meaningful.
+7.4%
Increase in AHA moment rate
+3.1%
Activation rate post-signup
+6.5%
Increase in free users viewing the pricing page
Services that powered this project.
Every project needs the right mix of strategy, creativity, and technology. See how our services came together here, and what they can do for you.
Data & Analytics
Turning data into insight to guide smarter business decisions.
Strategy
Strategic thinking based on audience, category and culture.
UX & CRO
Streamlining user journeys to improve engagement and boost conversions.
Web Experiences
Websites, web apps, and digital journeys that engage your audience and drive growth.