Stop chasing growth hacks — fix your funnel first

In the narrative of app development and user onboarding, a critical insight emerges: the first two minutes of a user's interaction with an app are pivotal in determining the likelihood of subscription, as evidenced by an unexpected discovery in 2018 where over 80% of subscriptions occurred within this brief timeframe. This insight, further validated by RevenueCat's 2025 report, challenges the traditional belief in the "aha!" moment, suggesting that users make decisions based on initial impressions rather than extensive exploration. The success of apps like Flo, which has mastered the art of converting users during onboarding through psychological tactics like commitment screens, underscores the importance of optimizing the initial user experience. This period, where perception and intent crystallize, is more impactful than later retention efforts, as users are more inclined to commit based on narrative and psychological cues rather than features. Consequently, the focus shifts from retention to perfecting the onboarding process, as this initial touchpoint can significantly amplify user conversion rates and overall app growth.