Rayz: Reverse-Engineering the $35K/Month AI Tanning App

The 4-Step Funnel to Conversion

Rayz wastes no time getting users invested. The journey from launch to paywall is remarkably short, consisting of just four key steps designed for maximum momentum.

It starts with a bold promise: "RAYZ - GET TAN FAST." Simple, direct, and benefit-focused. No ambiguity, just pure aspiration aimed at users seeking quick results.

Next, the core personalization engine kicks in. 📸 "Take a selfie so our AI can analyze your skin." This step immediately establishes the app's unique value proposition – AI-driven customization. It positions Rayz not just as a timer, but as an intelligent guide, promising a routine tailored specifically to the user's skin type, enhancing the appeal of speed and safety.

With the user's skin supposedly analyzed, Rayz moves to intent. 🎯 "Set your goals." Users must select at least one objective, ranging from "Stop sunburn" and "Get tan lines" to "Get vacation tan." This isn't just personalization; it's data capture disguised as user choice, allowing Rayz to frame the upcoming routine around the user's specific desires, making the eventual paywall feel more relevant.

Decoding the Personalized Promise (Before the Paywall)

Before asking for money, Rayz presents a tantalizing glimpse of the promised land: "Your Personalized Tanning Routine." This screen is cleverly designed to create desire.

Key metrics like optimal tanning Time ⏱️, UV index exposure ☀️, and Skin analysis results 👩🏼 are displayed prominently – but locked 🔒. The recommended SPF level and "Best Products Combo for You" are also teased behind a lock. Even the initial routine steps ("Prep," "Round 1") are blurred out.

This strategic reveal-and-conceal approach builds anticipation. Users see the structure of their personalized plan, feel the customization implied by their profile picture at the top, but cannot access the actual details. It’s a classic cliffhanger designed to push users over the conversion edge.

The Aggressive $9.99/Week Paywall Strategy

And then comes the moment of truth. Immediately following the goal selection and the personalized routine tease, users hit a hard paywall. There’s no free usage tier, no sampling the core features first.

The call-to-action button reads "Try for 7 Days," language typically associated with a free trial. However, the subsequent App Store confirmation reveals the reality: it’s an immediate subscription purchase of "Rayz Pro" at $9.99 per week, renewing automatically. 💰 This "No Free Trial - Hard Paywall" approach, masked by trial-like language, is an aggressive tactic aimed at maximizing immediate revenue.

This high weekly price point, combined with the estimated $35k monthly revenue from just 14k downloads, points to a potentially high average revenue per user (ARPU) but could also indicate significant churn if users feel misled or the value doesn't match the cost. It filters for users highly motivated to achieve fast results and willing to pay upfront.

Design Choices & User Experience

Visually, Rayz uses a vibrant red-orange gradient background, evoking sun and warmth. The onboarding flow is kept clean and icon-heavy, minimizing text and friction. Simple animations and clear typography guide the user quickly through the steps.

The user experience is laser-focused on conversion. Every element, from the initial promise to the locked routine screen, is optimized to move the user towards the subscription prompt. It prioritizes speed and personalization cues over extensive feature exploration.

Growth Engine: Ads + Speed + Personalization

Given the hard paywall and rapid conversion funnel, Rayz likely relies heavily on paid advertising, as indicated by the context ("Running ads: Yes"). Their target audience seems to be individuals actively searching for quick tanning solutions, where the promise of speed and AI personalization resonates strongly.

The developer, Playa Vista Labs, LLC, despite a recent launch (July 2024), shows signs of active development (indicated by a hypothetical future update date or suggesting rapid iteration post-launch). This suggests a commitment to refining the product and potentially A/B testing elements like the paywall approach to optimize conversion and revenue in this niche market. 🚀

Rayz exemplifies a strategy built on speed: a fast onboarding flow, a promise of quick results, and an immediate push to monetization. By understanding how they sequence personalization cues, create desire through locked features, and employ an aggressive paywall, other app creators can gain valuable insights into designing (or avoiding) similar high-velocity conversion funnels.