Noom
A weight loss and preventive health app built on psychology, coaching and now clinical care.
Noom's long, CBT-based onboarding is its aha moment, and sources cite it as proof that long, high-friction funnels fit health products. A 50 cent trial barely moved conversion but improved retention per exposure. When GLP-1s flooded its paid channels, it launched four to six clinical programs in about a year plus a free tier. Lesson: fit funnel length to the aha moment, and attack both LTV and CAC.
- 1Ask many questionsNoom's long onboarding flow
- 2Use answers to personalizeAnswers shape the user's experience
- 3Long flow is justifiedHarder to defend in entertainment apps
From Noom, cited as an extreme long onboarding
What was said about Noom
Noom shows health apps can justify a long onboarding flow. Noom is cited as an extreme case of a long onboarding flow. Health products can ask more questions than entertainment apps because the answers are used to personalize the experience.
The comparison is to entertainment apps, where long onboarding is harder to defend. The source gives no completion or conversion numbers for Noom's flow.
How Noom Avoided PMF Collapse in the Wake of GLP-1s
Its long, CBT-based onboarding is the aha moment, and a 50 cent trial barely changed conversion but improved retention per exposure. GLP-1s flooded its paid channels, so it launched four to six clinical programs in about a year and a free tier to fix LTV and CAC.
Noom shows health apps can justify a long onboarding flow. Noom is cited as an extreme case of a long onboarding flow. Health products can ask more questions than entertainment apps because the answers are used to personalize the experience.
The comparison is to entertainment apps, where long onboarding is harder to defend. The source gives no completion or conversion numbers for Noom's flow.
How Rise Turned “Sleep Debt” Into a 10M+ User Sleep App
Cited as an extreme case of a long onboarding flow, showing that health products can justify longer onboarding than entertainment apps because the answers personalize the experience.
How Calm Added 1.2M Subscribers with Creative Marketing Tactics
Its long quiz builds confidence for people who have failed at other programs, an example of a high-friction funnel that fits the product.
Copy This $6M App Monetization Strategy
Cited as another health and fitness app that uses a long onboarding, showing that long flows suit the category.
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