Mojo - Men’s sexual wellbeing

The Deep Dive: Mojo's Meticulous Onboarding Funnel

Mojo doesn't rush things. Its onboarding is remarkably thorough—reportedly spanning over 60 steps. This isn't filler; it's a calculated diagnostic and personalization engine.

The journey begins by gathering foundational data: age demographics (showing significant response volume, building implicit trust) and sexual orientation. It quickly moves to the core purpose: "What do you want to achieve with Mojo?" offering clear goals like "Get and stay hard," "Last longer," or "Both."

The questioning gets progressively more specific, delving into duration ("How long do you last?") and then systematically screening for potential physical red flags. Users are asked about pain/numbness, chest pain, thirst, urinary issues, and medication use that could impact sexual function. Crucially, it asks about pain during ejaculation or urination.

By guiding the user through these questions, Mojo effectively performs preliminary triage. Answering "No" to the physical symptom checks leads to a pivotal moment: "Awesome! Your issue is likely psychological." This validation reassures the user they're in the right place and sets the stage for the next phase, framing Mojo's approach as the appropriate solution. This extensive process builds significant user investment before they even see the core product.

Building the Psychological Profile

Having ruled out immediate physical blockers, Mojo shifts focus to the mind. The questions become more introspective, exploring the user's internal state and beliefs:

Sex Drive: Gauging current libido levels ("Sky high," "A bit low," etc.).
Mindfulness During Sex: Assessing distraction ("During sex, I'm too distracted...").
Habits: Understanding masturbation patterns ("Do you always masturbate in the same way?").
Anxiety & Beliefs: Probing performance anxiety triggers ("When do you get anxious thoughts about sex?") and internal narratives ("A man who can't sexually satisfy his partner is a failure," "I think that having sexual issues makes me less of a man.").
Relational Aspects: Exploring the desire for intimacy and the perceived impact of issues on relationships.
Self-Perception: Asking users if they relate to the statement "My erection issues are psychological."

Further questions gauge the user's commitment ("Approximately how much time can you spend on personal development each day?") and familiarity with related tools ("Do you currently subscribe to a mindfulness app?"). This detailed psychological profiling is key to tailoring the subsequent program and making the user feel deeply understood.

Converting Insight into Commitment: The Paywall Strategy

After the intensive questionnaire, Mojo calculates a "Sexual Wellbeing Score." This provides immediate, personalized feedback ("From what you told us, it sounds like you have moderate psychological sexual issues") and cleverly normalizes the user's experience with social proof ("27% of guys are in the same boat..."). It builds confidence in the program's ability to help.

This leads directly to the account creation and paywall sequence. Mojo employs a soft paywall, offering a 7-day free trial. The process is transparently laid out:

Create Account: Email capture is positioned as necessary to see results and save progress.
Trial Explained: Clear timeline – full access today, reminder in 5 days, subscription starts in 7 days unless canceled.
Pricing Tiers: Multiple options (3 Months, 1 Year, Lifetime) are presented, with the annual plan highlighted with significant savings ("Save $140/yr"). The paywall screen is reinforced with powerful social proof ("Join 500,000 men who improved their sex lives," #1 sexual wellbeing app on Trustpilot) and core value propositions (personalized exercises, daily training, money-back guarantee).

This deliberate sequence leverages the sunk cost fallacy (users have invested significant time) and offers a low-risk entry point (free trial) to maximize conversion. Delaying account creation until after the value proposition and score reveal is a smart tactic often seen in high-performing apps.

Inside Mojo: The Core Experience

Once subscribed, the app introduces its core pillars: Mental resilience, stimulation control, sexual fitness, and connection building. The user is immediately presented with their first set of tasks, often starting with foundational knowledge like "The biology behind your issues."

The content is varied and structured:

Daily Tasks: A clear roadmap keeps users engaged day-to-day.
Educational Modules: Video and text-based content explaining concepts (e.g., the sympathetic nervous system's impact, box breathing techniques). Feedback mechanisms ("Did you find this activity helpful?") gather data for iteration.
Guided Exercises: Practical techniques like "Box breath" are introduced with learning components and visual guides.
Meditations: Audio resources target specific issues like "Get better erections," "Overcome pre-sex nerves," and "Performance anxiety." Playback controls offer flexibility.
Therapy Session Podcasts: Longer-form audio content simulates therapy sessions (e.g., "Exploring sexual intelligence," "Conquer performance anxiety").

Progress is visualized through daily check-ins (streaks) and the overall "Sexual Wellbeing Score," which is broken down into the core pillar categories. The dark-mode UI, professional photography/videography, and clear navigation contribute to a premium, supportive feel.

Fostering Community and Retention

Mojo recognizes the power of shared experience, especially for sensitive topics. The "Community" tab is a significant feature:

Success Stories: Users share their progress, providing powerful, relatable social proof.
Categorized Discussions: Forums dedicated to specific issues (Erection issues, Early climax, etc.) allow users to connect with others facing similar challenges.
Interaction: Likes and comments foster a sense of belonging and mutual support.

This community aspect, combined with daily tasks, progress tracking (streaks), and potentially personalized reminders, forms a robust retention strategy. Users aren't just following a program; they're part of a supportive ecosystem.

Growth Levers and Final Thoughts

Mojo's $85K monthly revenue, supported by running ads, points to an effective acquisition funnel. The onboarding question "Where did you first hear about Mojo?" (with options like Reddit, Google Search, etc.) is a clear indicator of their focus on tracking marketing channel effectiveness.

Mojo's success formula appears to blend:

Deep Personalization: The extensive onboarding creates a truly tailored experience.
Psychological Framing: Addressing the mental and emotional aspects of sexual health head-on.
Empathy & Trust: Building rapport through careful language and a non-judgmental approach.
Structured Content: Offering a mix of education, practical exercises, and guided audio.
Strong Conversion Funnel: Using a score reveal and a transparent free trial paywall.
Community Building: Leveraging shared experiences for retention and support.

By meticulously addressing a complex and often stigmatized issue with a well-structured, empathetic, and data-driven approach, Mojo demonstrates how apps can tackle sensitive niches effectively and build a thriving subscription business. Their strategy offers valuable lessons in user psychology, onboarding design, and long-term value creation. ✨