Cross-Funnel Patterns
outputs/agent-3-funnel-flows/summary.md
TLDR
- •36 companies analyzed across clinical AI, health/wellness, DTC quiz funnels, and PLG leaders in 4 research batches
- •Universal pattern: value before commitment — users who receive value are 3-5x more likely to convert
- •One question per screen maximizes completion rates across all quiz funnels studied
- •Personalization through data collection works when it visibly changes the experience (auto-loaded templates, custom recommendations)
- •Three dominant funnel archetypes: quiz funnels (Calm, BetterHelp, Noom), product-led (Canva, Grammarly), and medical consultation (Hims, Zocdoc)
Cross-Funnel Analysis Summary
Funnels Analyzed
Original Research (13 Companies)
| # | Company | Funnel Type | Steps | Time | Data Depth |
|---|---|---|---|---|---|
| 1 | BetterHelp | Empathy-driven matching quiz | 35+ | 10-15 min | Deep (PHQ-9 screening) |
| 2 | Calm | Short personalization quiz | 8-10 | 2-3 min | Light (goals, experience) |
| 3 | Noom | Ultra-long commitment quiz | 96+ | 15-20 min | Extreme (behavioral profile) |
| 4 | Hims | Medical qualification quiz | 12-15 | 5-10 min | Heavy (medical history) |
| 5 | Guardio | Diagnostic value-first quiz | 10 | 2-3 min | Light (online behavior) |
| 6 | Talkiatry | Insurance-first assessment | 6-8 | 5-10 min | Medium (insurance + clinical) |
| 7 | Talkspace | Dual-path quiz + insurance | 10-12 | 10-20 min | Medium (concerns + preferences) |
| 8 | Lemonade | Conversational chatbot | 8-10 | ~2 min | Medium (property + coverage) |
| 9 | Headspace | Ultra-short dual-path quiz | 5-6 | 3-5 min | Light (3 questions) |
| 10 | Freed | Direct signup (no quiz) | 5 | ~5 min | Light (specialty only) |
| 11 | Grammarly | Freemium learn-by-doing | 6-8 | ~2 min | Light (role, platforms) |
| 12 | Calendly | PLG viral loop | 5 | ~3 min | Light (role, calendar) |
| 13 | Zocdoc | Intent-capture search | 4-5 | <2 min | Progressive (deferred) |
Expansion Batch A: B2B Professional Tools & Vertical SaaS (8 Companies)
| # | Company | Funnel Type | Steps | Time | Conversion Evidence |
|---|---|---|---|---|---|
| 14 | Suki AI | Enterprise demo-led sales | 5-7 | Days-weeks | KLAS 98.8/100 score |
| 15 | Nabla | Hybrid: self-service freemium + enterprise | 3-7 | 2 min - days | 85,000 clinicians, Kaiser Permanente |
| 16 | Heidi Health | PLG freemium, bottom-up enterprise | 2-3 | <2 min | 80% adoption rate (2-4x benchmark), 2M weekly consultations |
| 17 | SimplePractice | PLG free trial + brand marketing | 3-4 | 2-5 min | 250,000+ users |
| 18 | Jane App | Demo-first with unlimited trial | 3-5 | 5-15 min | $100M+ ARR |
| 19 | Tebra | Demo-led with content marketing | 5-7 | Days-weeks | 140,000+ providers |
| 20 | Doxy.me | PLG freemium, feature-gated | 2-3 | <1 min | 30% telehealth market share, 1.3M+ providers |
| 21 | Elation Health | Multi-path: tour + demo + trial | 3-5 | 5-30 min | 12% Doximity view rate (far above benchmarks) |
Expansion Batch B: Quiz & Assessment Funnels Outside Health (7 Companies)
| # | Company | Funnel Type | Steps | Time | Conversion Evidence |
|---|---|---|---|---|---|
| 22 | Warby Parker | Product recommendation quiz + Home Try-On | 8-10 | 3-5 min + 5-7 days | 75% quiz-to-HTO, 66% HTO-to-purchase |
| 23 | Wealthfront | Risk assessment quiz + goal-based onboarding | 12-15 | 5-7 min | Academic-rigor methodology |
| 24 | Function of Beauty | Product customization quiz | 10-12 | 3-5 min | Quiz drives 80% of revenue, 1M+ engagements/year |
| 25 | Curology | Medical consultation quiz | 8-12 | 1-2 min + consultation | 34% conversion boost from personalization |
| 26 | Care/of | Ultra-deep personalization quiz | 15-20+ | ~5 min | Quiz IS homepage, anchoring effect on purchase size |
| 27 | Policygenius | Comparison/matching quiz | 10-12 | ~5 min | 30M+ people helped, 10 steps in 5 minutes |
| 28 | Betterment | Goal-based onboarding quiz | 8-10 | 2-3 min | 6-question minimum effective dose |
Expansion Batch C: PLG & Landing Page Conversion Leaders (8 Companies)
| # | Company | Funnel Type | Steps | Time | Conversion Evidence |
|---|---|---|---|---|---|
| 29 | Notion | PLG with community + personalized landing pages | 8-10 | 3-5 min | 60% CPL reduction via Mutiny; 100M+ users |
| 30 | Figma | PLG with network-effect viral loop | 5-6 | 2-3 min | $190M to $400M revenue (2022-2024); $12.5B valuation |
| 31 | Canva | PLG with programmatic SEO + value before signup | 6-8 | 1-2 min | 270M monthly visitors; ~1M new users/month from SEO |
| 32 | Slack | PLG with usage-based freemium conversion | 5-7 | 3-5 min | 30%+ freemium-to-paid (6-10x avg); 90% paid retention |
| 33 | HubSpot | PLG with content-driven acquisition + free CRM | 8-12 | 10-15 min | $2.17B revenue; 228,000+ customers |
| 34 | Zapier | PLG with programmatic SEO + template conversion | 4-6 | ~3 min | $250M ARR on $2.6M investment; 5.8M monthly organic |
| 35 | Dropbox | PLG with referral loop + usage-based freemium | 6-8 | 2-3 min | 3,900% growth in 15 months; $2B ARR |
| 36 | Booking.com | Extreme CRO with 1,000+ concurrent A/B tests | 4-6 | 5-10 min | 25% uplift from single copy test |
Universal Patterns
These patterns appear across multiple funnels and represent the foundational principles for high-converting acquisition flows. Each is supported by evidence from the full 36-company dataset.
1. Value Before Commitment
Used by: Guardio (diagnostic quiz), Lemonade (quote before email), Zocdoc (search before signup), Grammarly (demo document), Calendly (free forever), Calm (deep breath exercise), Canva (design before signup), Figma (view files before signup), Zapier (see templates before signup), Dropbox (receive shared files before signup), HubSpot (read content before signup), Heidi Health (free tier), Nabla (30 free consultations), Doxy.me (free forever), Warby Parker (Home Try-On), Wealthfront (free financial plan), Betterment (free goals quiz) Why it works: Users who receive value are 3-5x more likely to reciprocate with contact information or payment. The "flipped funnel" outperforms traditional gate-then-deliver models. Canva lets users design before signing up; Lemonade captures email AFTER the full quote; Guardio's quiz IS the value itself. In every case, delivering value first eliminates the #1 conversion barrier: uncertainty. Users commit based on evidence, not hope. Twofold implication: Show a sample AI-generated note for the user's specialty BEFORE asking for signup. "Select your specialty -> See a sample SOAP note -> Start free trial to try with your own recordings." This is the highest-leverage conversion tactic across all 36 companies.
2. One Question Per Screen
Used by: BetterHelp, Noom, Guardio, Calm, Hims, Lemonade, Talkiatry, Headspace, Warby Parker, Function of Beauty, Curology, Care/of, Policygenius, Wealthfront, Betterment Why it works: Reduces cognitive load, creates micro-commitment cadence, enables progress tracking, and maximizes completion rates. Each screen is a small "yes" building toward the big "yes" (signup/payment). Every quiz funnel in the dataset that uses multi-question screens has lower completion rates than single-question-per-screen equivalents. Twofold implication: Any quiz funnel must use one-question-per-screen format. Multi-field forms are a conversion killer.
3. Personalization Through Data Collection
Used by: All 36 companies in some form -- from BetterHelp's deep behavioral profiling to Notion's 3-question onboarding survey to Function of Beauty's auto-generated custom formula Why it works: Users value outcomes they believe are customized for them. Data collected during quiz/onboarding should visibly change the experience (templates, recommendations, content). Function of Beauty auto-generates formulas, Wealthfront auto-creates portfolios, Care/of auto-adds supplements to cart. The universal pattern: after data collection, the user should NOT have to manually configure anything. Twofold implication: Every quiz answer should produce visible personalization. Auto-load specialty templates, note format, and terminology preferences. "Based on your specialty, we've loaded 12 templates" is more compelling than silently loading templates. The first login should show a ready-to-use product, not a blank setup screen.
4. Progressive Commitment Escalation
Used by: BetterHelp (easy -> deep questions), Noom (goals -> behavior -> payment), Hims (symptoms -> history -> photos -> payment), Talkiatry (insurance -> assessment -> booking), Warby Parker (face shape -> style preference -> prescription), Function of Beauty (hair type -> goals -> fragrance), Wealthfront (goals -> income -> risk scenarios), Care/of (goals -> health history -> lifestyle) Why it works: Start with easy, non-threatening questions (specialty, practice size). Escalate to personal/sensitive questions (burnout, evening work, documentation frustration) only after the user is invested. Every quiz funnel in the dataset -- across health, DTC, fintech, and insurance verticals -- follows this pattern without exception. Twofold implication: Quiz order: specialty -> practice size -> documentation method -> time spent on notes -> biggest frustration -> note format preference -> personalized result. Never start with the hard questions.
5. Social Proof at Decision Points
Used by: Noom (tested placement at exact drop-off points), Guardio (after vulnerability score), BetterHelp (during quiz), Hims (landing page), Talkspace (celebrity endorsement), Calendly (user counts), Freed (stats bar), SimplePractice ("250,000+ therapists"), Heidi Health ("2M weekly consultations"), Doxy.me (compliance badges near CTA), Care/of (research citations on results page), Policygenius (transparent pricing after quiz), Notion (enterprise logos below CTA), Canva (user counts) Why it works: Social proof reduces uncertainty at moments of maximum hesitation. Noom places testimonials at exact drop-off points (tested). Placing proof at decision points (payment, signup, deep questions) addresses doubt precisely when it peaks. PLG companies concentrate proof near signup CTAs; quiz funnels distribute it between questions and on results pages. Twofold implication: Place specialty-specific peer testimonials at three critical moments: (1) quiz entry / landing page, (2) after personalized result, (3) signup button. A therapist should see therapist testimonials; a physician should see physician testimonials. Use specific numbers ("20,000+ clinicians") not vague claims ("thousands of users").
6. Loading/Processing Interstitials
Used by: Noom ("Building your plan..."), Guardio ("Calculating your exposure level..."), Calm ("Analyzing responses..."), Hims ("Reviewing your answers..."), Wealthfront (portfolio generation), Function of Beauty (formula creation), Care/of (recommendation analysis), Curology (prescription processing), Policygenius (quote calculation) Why it works: Artificial delays signal that something complex and personalized is being created. Users value results more when they believe effort went into generating them. Documented 10-20% conversion boost across multiple funnels. The interstitial serves three purposes: creating perceived computational effort, building anticipation for results, and signaling genuine personalization. Twofold implication: After quiz completion, show "Personalizing your Twofold setup..." with a progress animation. List specific configurations: "Loading specialty templates... Setting note format to SOAP... Configuring terminology preferences..." Keep it under 5 seconds -- long enough to create perceived effort, short enough for busy clinicians.
7. Product-Led Growth Dominates B2B SaaS
Used by: Heidi Health (80% adoption, 2M weekly consultations), Doxy.me (30% market share, 60-second signup), Nabla (zero-training onboarding), SimplePractice (250,000+ users), Canva (270M monthly visitors), Figma ($400M revenue), Slack (30% freemium-to-paid), Zapier ($250M ARR), Dropbox ($2B ARR), HubSpot ($2.17B revenue), Grammarly, Calendly Why it works: PLG companies achieve 2-4x the adoption rates of enterprise sales-led companies. Instead of building a separate marketing funnel to convince users to try the product, these companies make product access the first step. The product experience IS the conversion mechanism. In healthcare SaaS specifically, Heidi Health's minimal signup (email -> immediate access) produces an 80% adoption rate versus the industry benchmark of 20-40%. Twofold implication: For Twofold at $49/month, PLG is not optional -- it's the only viable approach. Self-service signup with minimal friction is table stakes. For high-intent traffic (search, referral), a direct-to-product path outperforms a quiz funnel. Reserve the quiz for cold Facebook traffic that needs warming.
8. Pain-Point Marketing Universally Beats Feature Marketing
Used by: Heidi Health (burnout ads, not AI ads), SimplePractice ("Help On" lifestyle, not software features), Nabla ("Enjoy care again"), Doxy.me ("Simple, Free, Secure"), Noom (names the weight problem), BetterHelp (empathy-first messaging), Freed ("Let's take visit prep off your to-do list"), Warby Parker (confusion about frames), Policygenius (insurance complexity) Why it works: Every successful company across all 36 markets the pain, not the product. Heidi Health's ads don't mention AI at all; they focus on overtime, admin burden, and burnout. SimplePractice's largest campaign shows lifestyle outcomes, not software. Zero successful companies in the dataset lead with technical specifications or AI capabilities. Twofold implication: Facebook ads must lead with pain ("Still charting at 9pm?") or lifestyle aspiration ("Leave work with the sun still up"), never with features ("AI-powered clinical notes"). Introduce Twofold only after pain is established.
9. Free Tiers Create Bottom-Up Enterprise Demand
Used by: Heidi Health, Nabla, Doxy.me, Slack (30% freemium-to-paid), Figma, HubSpot, Dropbox, Canva, Zapier, Grammarly, Calendly Why it works: Free tiers seed individual adoption that creates bottom-up enterprise demand. Heidi Health's referral programs failed; organic word-of-mouth from product quality succeeded. Slack's 30% conversion from usage-based limits is 6-10x the industry average for time-based trials. Individual users evangelize to colleagues, creating enterprise demand without enterprise sales costs. Twofold implication: Consider "5 free notes/month forever" + $49/month unlimited. Usage-based conversion triggers (Slack model) outperform time-based trials by 6-10x. The cost of free users is offset by reduced customer acquisition costs and bottom-up enterprise penetration.
10. Experimentation Velocity Is the Highest-Leverage Capability
Used by: Booking.com (1,000+ concurrent tests), Canva (30-50 experiments/month), Slack (A/B test everything), Notion (Mutiny experiments), Noom (tested testimonial placement at drop-off points), Talkspace (continuous optimization) Why it works: No funnel is optimal at launch. The compound effect of continuous testing means that a team running 50 experiments/month will have a dramatically better funnel after 6 months than a team that launched a "perfect" design and iterated quarterly. A single copy test at Booking.com produced a 25% uplift. Notion cut CPL by 60% through headline personalization. Twofold implication: Build A/B testing infrastructure from day one. Target 10+ experiments/month. Document results including failures as behavioral intelligence.
Differentiating Tactics
Unique approaches from across all 36 companies that stand out as potential competitive advantages for Twofold.
Value-First Entry Tactics
1. Guardio's Diagnostic Value-First Quiz The quiz IS the value -- "Which text is a scam?" provides genuine utility. Users learn something before being asked anything, creating maximum reciprocity. Twofold adaptation: "How much time are you actually spending on notes?" -> personalized benchmark vs. peers.
2. Lemonade's Flipped Funnel Email captured AFTER the full quote is shown. Value is delivered first; commitment is requested second. Twofold adaptation: Let users see a sample note or time-savings estimate before asking for signup. "Enter your specialty to see a sample note" -> sample shown -> "Want to try this with your own recordings? Create your free account."
3. Grammarly's Learn-by-Doing Demo Pre-populated document with errors teaches the product through use, not explanation. Twofold adaptation: Pre-loaded sample recording that the user can "process" to see how note generation works, or an editable sample note they can interact with.
4. Canva's Product Embedded on Landing Pages The design tool is available on SEO pages -- users design before creating an account. Signup is framed as "save your work," not "start using our product." Twofold adaptation: Embed a sample note generator on the landing page. "Select specialty -> See sample SOAP note" without signup. Frame signup as "Try with your own recordings."
Personalization & Results Tactics
5. Noom's Dynamic Goal Timeline The projected date updates in real-time as users answer questions ("You could reach your goal weight by March 15"). Users watch their future improve with each answer. Twofold adaptation: "Based on your answers so far, Twofold could save you ~8 hours/week" -- updating in real-time as more questions are answered.
6. Function of Beauty's Goal-Framing Over Problem-Framing Ask about GOALS, not PROBLEMS. "What's your ideal documentation workflow?" (aspirational) vs. "What's wrong with your current process?" (deficit). Goal-framing feels more professional and energizing for clinicians.
7. Wealthfront's Consistency Detection Flag inconsistent answers to build trust. If a clinician claims 30 patients/day but 30 minutes on documentation, note: "That's unusually efficient! Most clinicians with your volume spend 2-3 hours." This builds trust through intellectual honesty.
8. Care/of's Research Citations Per Recommendation Each recommendation includes clinical research links, study details, and scientific backing. Clinicians respond to evidence, not marketing claims. Twofold adaptation: "SOAP notes recommended for your specialty -- a 2023 study found 87% of therapy auditors prefer SOAP format."
Qualification & Objection Tactics
9. Hims' Qualification Framing "Are you eligible for treatment?" inverts the sales dynamic. Users seek qualification rather than being sold to. Twofold adaptation: "Check if Twofold supports your specialty" -- creates the same qualification dynamic without feeling exclusive.
10. Talkiatry's Objection-First Sequencing Addresses objections in severity order: cost -> quality -> availability. By the time the user books, every major objection has been resolved. Twofold adaptation: Address objections in order: (1) accuracy -> sample note, (2) HIPAA compliance -> badge, (3) EHR compatibility -> info, (4) cost -> pricing transparency.
11. Zocdoc's Deferred Registration Account creation happens AFTER the user has already decided to book. Registration feels functional, not gatekeeping. Twofold adaptation: Account creation after the quiz reveals personalized results. "Save your personalized setup" framing makes signup feel like preserving progress.
Messaging & Positioning Tactics
12. Heidi Health's "Market by Teaching Pain" Instead of advertising an AI scribe, run ads naming the problem: burnout, extra hours, admin burden. This creates demand generation, not lead capture. Physicians needed the problem named before seeking a solution. Twofold adaptation: Facebook ad campaigns focused entirely on the clinician documentation burden. No product mentions in the ads themselves. The landing page introduces Twofold as the relief.
13. SimplePractice's Lifestyle-First Video Ads "Help On" campaign shows therapists living balanced lives -- no software screenshots. Sells the emotional outcome: presence, calm, time freedom. Twofold adaptation: Video ads showing the life Twofold enables: a therapist leaving the office with the sun still up, a counselor fully present in a session, a psychiatrist reviewing notes that wrote themselves.
14. Nabla's Emotional Tagline ("Enjoy care again") Reconnects clinicians with their original motivation for entering medicine. Not a feature or benefit message -- an identity message. Twofold adaptation: "Be present again" / "Chart less. Care more."
15. Doxy.me's Three-Word Value Proposition "Simple, Free, and Secure" resolves three objections in three words. Each word targets a specific fear: complexity, cost, compliance. Twofold adaptation: "Fast, Private, Accurate" or "Notes Done. HIPAA Safe. $49/month."
Distribution & Conversion Tactics
16. Notion's Dynamic Landing Page Personalization (Mutiny) Dynamically change headline and hero image based on UTM parameters from referring ad. Cut CPL by 60%. "Burnout" ad -> burnout-focused landing page. "Compliance" ad -> compliance-focused landing page.
17. Curology's Channel-Specific Landing Pages Different landing pages for Facebook, Instagram, Google, and referral traffic, each optimized for the context and intent level of that channel. Twofold adaptation: Separate quiz entry pages for Facebook ad traffic (trust-building, emotional hooks), Google search traffic (direct, feature-focused), referral traffic (social proof from referring colleague).
18. Slack's Usage-Based Conversion Triggers Message history limit creates natural conversion tied to genuine product dependency. 30% conversion versus 2-5% industry average. Twofold adaptation: "First 10 notes free" creates a natural paywall aligned with demonstrated value.
19. Dropbox's Referral Timing (Step 6 of Onboarding) Referral placed after first value delivery (file upload) but during active onboarding. Self-interest framing ("Get more space"), not altruistic. Twofold adaptation: After first successful note generation: "Share Twofold with a colleague -- you both get a free month."
20. Elation Health's Professional Network Advertising Doximity ads achieved 12% view rate, 44% impression rate -- far above benchmarks. Reaching clinicians in professional contexts yields higher-quality leads. Twofold adaptation: Test Doximity and Sermo advertising for behavioral health specialists and specialty-specific professional communities.
21. Booking.com's Failed Test Analysis Losing A/B test variations treated as behavioral intelligence. Failed tests reveal what audiences DON'T respond to. Twofold adaptation: Build a "what our audience doesn't want" knowledge base alongside the "what works" insights.
Quiz Design Patterns
Question Types by Frequency (All 36 Companies)
| Type | Used By | Best For |
|---|---|---|
| Multiple choice (single select) | All quiz funnels (BetterHelp, Noom, Calm, Hims, Guardio, Warby Parker, Wealthfront, Function of Beauty, Curology, Care/of, Policygenius, Betterment, and more) | Demographic data, preferences, priorities |
| Multiple choice (multi-select) | Calm, Guardio, BetterHelp, Function of Beauty, Care/of, Betterment | Goals, concerns, behaviors, features |
| Image-based selection | Warby Parker, Function of Beauty | Visual preferences, style choices |
| Slider/scale | Noom, Wealthfront | Intensity, frequency, risk tolerance |
| Photo upload | Hims, Curology | Clinical evidence, vulnerability-based commitment |
| Date of birth | Hims, BetterHelp | Age verification, personalization |
| Free text (name entry) | Function of Beauty, Care/of | Personalization touches (use sparingly) |
| Hypothetical scenarios | Wealthfront | Behavioral prediction, risk assessment |
| ZIP code / location | Policygenius | Location-based personalization |
| Open text (general) | Rare across all 36 | Avoided -- too much friction |
Optimal Quiz Length by Audience and Context
| Audience / Context | Ideal Length | Examples | Rationale |
|---|---|---|---|
| Consumer, emotional/high-consideration | 30-96 questions | BetterHelp, Noom | Deep sunk cost justifies payment ask |
| Consumer, quick purchase | 7-10 questions | Guardio, Calm | Fast value delivery, low-friction purchase |
| DTC product customization | 10-12 questions | Function of Beauty, Curology | Each question adds visible customization |
| High-stakes personalized product | 15-20 questions | Care/of | Users want thoroughness for health decisions |
| Financial assessment | 6-10 questions | Wealthfront, Betterment | Professional audiences demand efficiency |
| Product matching | 5-8 questions | Warby Parker, Policygenius | Narrow from large catalog efficiently |
| Professional B2B (Twofold's target) | 6-8 questions | Betterment model | Respect busy clinician time; each question has clear purpose |
| Direct-to-signup (no quiz) | 0 questions | Freed, Calendly, Heidi Health, Doxy.me | Known products, referral/high-intent traffic |
| PLG post-signup onboarding survey | 2-5 questions | Notion, Canva, Slack, Dropbox | Product personalization after signup, not before |
Question Topic Progression (Unified Best Practice)
- Segmentation/demographic (specialty, practice type) -- 1-2 questions
- Context/workflow (practice size, current documentation method, patient volume) -- 1-2 questions
- Pain/goal (biggest frustration, time spent, ideal workflow) -- 2-3 questions
- Preference/personalization (note format, terminology, priority question) -- 1-2 questions
- Reveal (personalized results with auto-configuration, time-savings estimate, research citations)
PLG Onboarding Survey vs. Pre-Signup Quiz Funnel
B2B professional tools (Batch A) and PLG leaders (Batch C) overwhelmingly use direct signup or lightweight post-signup surveys rather than pre-signup quizzes. Healthcare practitioners view themselves as experts who already know their needs -- a quiz framed as "marketing qualification" feels patronizing.
| Dimension | PLG Onboarding Survey | Quiz Funnel |
|---|---|---|
| Timing | After signup | Before signup |
| Length | 2-5 questions | 5-96 questions |
| Purpose | Product personalization | Psychological commitment building |
| Emotional investment | Low (functional) | High (empathy-driven) |
| Best for | Warm traffic, high-intent users | Cold traffic, needs warming |
| Examples | Notion, Canva, Slack, Dropbox, Heidi Health | BetterHelp, Noom, Calm, Hims, Warby Parker |
Recommendation for Twofold: Use BOTH approaches for different traffic temperatures. Cold Facebook traffic: pre-signup "Clinical Workflow Assessment" quiz (6-8 questions). Warm search/referral traffic: direct-to-signup with 3-question post-signup onboarding survey (specialty, practice size, note format). Frame the quiz as a professional assessment that delivers genuine insights (time-savings calculation, compliance risk score), not as marketing qualification.
Copy & Messaging Patterns
Headline Formulas (All 36 Companies)
| Formula | Examples | Companies |
|---|---|---|
| Empathy-first | "Space to figure things out" | Talkspace, BetterHelp |
| Emotional reconnection | "Enjoy care again" | Nabla |
| Lifestyle aspiration | "Help On" / "Keep your 'me time' sacred" | SimplePractice |
| Pain elimination | "Let's take visit prep off your to-do list" / "Start free" | Freed, Heidi Health |
| Category disruption | "Forget everything you know about insurance" | Lemonade |
| Qualification challenge | "See if you qualify" | Noom, Hims |
| Three-word value prop | "Simple, Free, and Secure" | Doxy.me |
| Professional identity | "Your AI Resident" / "Clinical First EHR" | Heidi Health, Elation Health |
| Personalization promise | "Made just for you" | Function of Beauty, Care/of |
| Complexity reduction | "Find your perfect match" / "Skip the confusion" | Warby Parker, Policygenius |
| Goal invitation | "What are your goals?" | Betterment, Care/of |
| Medical consultation | "Begin your free consultation" | Curology |
| Direct value promise | "Easy scheduling ahead" / "The connected workspace" | Calendly, Notion |
| Aspiration + simplicity | "Nothing great is made alone" | Figma |
| Action-oriented | "What will you design today?" | Canva |
| Speed promise | "Connect apps in 3 minutes" | Zapier |
| Status quo challenge | "You think big. We'll take care of the details." | Grammarly |
| Quantified outcome | "72% faster documentation" | Suki AI |
For Twofold: Combine Heidi Health's pain awareness with SimplePractice's lifestyle aspiration and Nabla's emotional reconnection. Lead with empathy for the documentation burden, paint the picture of the life without it, and frame Twofold as the bridge. Avoid technical or AI-focused headlines.
CTA Button Formulas (All 36 Companies)
| Formula | Examples | Conversion Strength |
|---|---|---|
| Start free | "Start free" / "Try for free" | Highest -- zero commitment |
| Value-first | "Check our prices" / "See how much time you could save" | High |
| No-risk framing | "Try for $0" / "No credit card required" | High |
| Qualification | "See if you qualify" / "Check if Twofold supports your specialty" | High |
| Progress-oriented | "Get your personalized plan" / "Get your personalized setup" | High |
| Quiz invitation | "Take the quiz" / "Start your free assessment" | High (curiosity-driven) |
| Action-oriented | "Start designing" / "Start our short assessment" | High -- implies immediate value |
| Time anchoring | "Connect in 3 minutes" / "First note in 2 minutes" | Medium-High |
| Segmented dual-path | "Start free trial" + "Get a demo" | High -- matches user intent |
| Risk-free trial | "Try 5 frames at home for free" | Very High (physical trial) |
| Generic | "Get started" / "Sign up" | Low-Medium |
Copy Tone by Category (Unified)
| Category | Effective Tone | Companies |
|---|---|---|
| Mental health | Empathetic, non-judgmental | BetterHelp, Talkspace |
| AI medical scribes | Empathetic-professional, pain-aware | Heidi Health, Nabla, Freed |
| Practice management | Lifestyle-aspirational, warm | SimplePractice, Jane App |
| Medical/clinical | Clinical, authoritative | Hims, Talkiatry, Elation Health |
| Enterprise healthcare | ROI-focused, authoritative | Suki AI, Tebra |
| Telehealth | Simple, direct, reassuring | Doxy.me |
| Wellness | Calm, aspirational | Calm, Headspace |
| Security | Urgent, protective | Guardio |
| DTC Beauty | Playful, aspirational, goal-focused | Function of Beauty, Care/of |
| Fintech | Professional, clear, jargon-free | Wealthfront, Betterment |
| Insurance | Transparent, simplifying, reassuring | Policygenius, Lemonade |
| PLG SaaS | Direct, functional, confident | Notion, Canva, Slack, Zapier |
| Productivity SaaS | Direct, professional | Grammarly, Calendly |
| CRO extremes | Urgent, data-dense | Booking.com (CAUTION: inappropriate for clinical audiences) |
For Twofold: The ideal tone is empathetic-professional -- acknowledging clinician burnout while maintaining clinical credibility. Combine Heidi Health's pain awareness with Function of Beauty's goal-framing and Notion's direct confidence. Lead with empathy for the documentation burden, frame the quiz around goals rather than problems, and deliver results with PLG-style directness. Not too casual (undermines trust) or too corporate (feels salesy).
Trust & Social Proof Patterns
Trust Signal Hierarchy (Most Impactful First, All 36 Companies)
- User counts with specificity -- "250,000+ therapists" (SimplePractice), "2M weekly consultations" (Heidi Health), "1.3M+ providers" (Doxy.me), "100M+ users" (Notion), "180M+ MAU" (Canva), "30M+ people helped" (Policygenius). Specific numbers create safety in numbers.
- Peer testimonials -- Clinicians trust other clinicians in the same specialty (BetterHelp, Freed). Curology's UGC and Function of Beauty's influencer partnerships serve the same function in their verticals.
- Compliance badges -- HIPAA, SOC 2, BAA (Freed, Doxy.me). Table stakes for clinical tools; must be visible above the fold.
- Scientific/research citations -- Care/of (clinical studies per recommendation), Wealthfront (academic methodology). Clinicians respond to evidence, not marketing claims.
- Institutional partnerships / enterprise logos -- Kaiser Permanente (Nabla), MedStar Health (Suki), Google/Salesforce (HubSpot), Netflix (Notion). If they trust it, I can trust it.
- Third-party research recognition -- KLAS Research scores (Suki: 98.8/100), industry awards (Elation Health). Authoritative industry validation.
- Adoption metrics -- 80% adoption rate (Heidi Health), 30% market share (Doxy.me), 30% freemium-to-paid (Slack). Usage proves value beyond marketing claims.
- Celebrity/authority endorsements -- Michael Phelps (Talkspace), doctors (Hims). Higher impact in consumer markets than B2B.
- Platform ratings -- Trustpilot, G2, Capterra scores (Guardio). Third-party validation.
- Press logos / investor badges -- Sequoia, CB Insights (Freed), TechCrunch (various). Signals legitimate company, not fly-by-night startup.
- Transparent pricing/comparison -- Policygenius (price-ordered display), Warby Parker (free Home Try-On). Transparency builds trust.
- Before/after comparisons -- Time saved, stress reduced (Noom, testimonials showing transformation).
- Free tier prominence -- "100% free" removes trust barrier by eliminating financial risk (Canva, Doxy.me, HubSpot).
Social Proof Placement Optimization (Unified)
| Placement | Purpose | Companies |
|---|---|---|
| Landing page hero (above fold) | Initial credibility | All 36 companies |
| Near signup CTA | Reduce signup anxiety | Guardio, Calm, Notion, Canva, Slack, SimplePractice, Doxy.me, Wealthfront, Betterment |
| At exact drop-off points | Prevent abandonment | Noom (tested placement), Function of Beauty (minimal) |
| Between quiz questions | Maintain momentum | BetterHelp, Noom, Care/of (educational) |
| After value reveal / results page | Reinforce positive emotion | Guardio (after score), Lemonade (after quote), Care/of (research citations), Policygenius (transparent pricing) |
| Post-quiz processing screen | Build anticipation, reinforce personalization | Wealthfront, Care/of, Curology, Policygenius |
| During onboarding | Reinforce decision, reduce buyer's remorse | Notion (templates from community), SimplePractice (welcome emails), Jane App (support quality) |
| In-product | Ongoing value reinforcement | Slack (team activity), Canva (template usage) |
| Post-signup emails | Reinforce decision | Grammarly, Headspace |
| Upgrade page | Justify payment | Canva, Slack, Figma, Dropbox, Zapier |
For Twofold: Place "20,000+ clinicians" and HIPAA badge at the signup CTA. Place specialty-specific testimonials during quiz flow and onboarding ("92% of therapists using Twofold save 5+ hours/week"). Place time-saved metrics in the product dashboard. Include research citations on the results page (Care/of model).
Signup & Payment Patterns
When Companies Ask for Email (All 36 Companies)
| Timing | Companies | Rationale |
|---|---|---|
| Before any value (direct-to-signup) | Freed, Grammarly, Calendly, Heidi Health, Doxy.me, Notion, Slack | PLG models; value is the product itself; minimal friction for high-intent users |
| After landing page evaluation | SimplePractice, Nabla (individual), HubSpot | Standard: evaluate, then commit |
| After quiz, before results | BetterHelp, Noom | Sunk cost maximized; email captures invested users |
| After quiz results shown | Warby Parker, Betterment, Wealthfront, Curology | Value delivered; email enables next step |
| After value delivery | Lemonade, Zocdoc, Canva, Figma, Dropbox | Flipped funnel; value first, commitment second |
| At checkout (post-recommendation) | Function of Beauty, Care/of | Email at purchase moment, maximum commitment |
| After quote/comparison display | Policygenius | Value (quotes) delivered before email ask |
| During functional action | Talkiatry (booking), Zocdoc (booking) | Email tied to action, not gate |
| After product tour | Elation Health | Hybrid: self-guided, then signup |
| After sales qualification | Suki AI, Tebra, Nabla (enterprise), Jane App | Enterprise: qualify before access |
Payment Timing (All 36 Companies)
| Timing | Companies | Friction Level |
|---|---|---|
| Free forever (freemium) | Grammarly, Calendly, Doxy.me, Heidi Health, Nabla, Canva, Figma, Slack, Dropbox, HubSpot, Zapier | Lowest friction, highest adoption |
| Free trial, no credit card | Freed, SimplePractice (30-day), Elation Health (30-day), Curology (1st month free) | Low friction, moderate activation |
| Free trial, credit card required | Calm, Headspace, Noom | Higher friction, better conversion of completers |
| Unlimited demo, pay when ready | Jane App | Low (no urgency) |
| Payment before value reveal | BetterHelp, Talkspace | High friction, requires deep sunk cost |
| Payment at checkout | Function of Beauty, Care/of | Standard e-commerce |
| Custom pricing after sales | Suki AI, Tebra, Nabla (enterprise) | Highest (enterprise) |
| Insurance copay | Talkiatry, Headspace therapy | Removes price as variable |
For Twofold: "Free trial, no credit card" is the right starting model. It matches Freed (direct competitor) and reduces friction for clinical professionals who don't make impulse purchases. Consider supplementing with a permanent free tier ("5 free notes/month forever" + $49/month unlimited) following the Heidi Health/Slack model. Usage-based conversion triggers (Slack: 30% conversion) outperform time-based trials (2-5% industry average) by 6-10x.
Loading & Progress UX Patterns
Progress Indicators (All Quiz Funnels)
| Type | Companies | Best For |
|---|---|---|
| Segmented progress bar | BetterHelp (8 segments) | Long quizzes (10+ questions) |
| Step counter | Guardio ("Step 3 of 7"), Policygenius | Short quizzes (under 10 questions) |
| Percentage/subtle | Noom | Ultra-long quizzes where showing progress motivates |
| No progress indicator | Calm, Lemonade | Conversational flows, meditation/calm brand |
| None (post-signup survey) | Notion, Canva, Slack, Dropbox | 2-5 question onboarding surveys |
For Twofold: A step counter ("Step 3 of 7") is ideal for a 6-8 question quiz. It communicates brevity and respects clinician time.
Loading Interstitial Types (Unified)
| Type | Effect | Companies |
|---|---|---|
| "Building your plan..." | Perceived personalization effort | Noom, Calm |
| "Calculating your score..." | Anticipation + perceived computation | Guardio |
| "Reviewing your answers..." | Authority (feels like expert review) | Hims |
| "Analyzing responses..." | Scientific credibility | Calm |
| "Creating your formula/portfolio..." | Product being custom-built | Function of Beauty, Wealthfront, Care/of, Curology |
| "Comparing options..." | Computational comparison | Policygenius |
| Specific configuration steps | Transparency of personalization | Function of Beauty ("Mixing your formula..."), Notion ("Loading templates...") |
For Twofold: Use "Personalizing your Twofold setup..." with animated progress after quiz completion. Show specific configuration steps: "Loading specialty templates... Setting note format to SOAP... Configuring terminology preferences..." Keep it under 5 seconds -- long enough to create perceived effort, short enough for busy clinicians.
Top 10 Insights for Twofold
Ranked by impact, drawing from evidence across all 36 companies.
1. Show Value Before Signup (HIGHEST PRIORITY)
Evidence: Canva embeds design tools on landing pages (270M monthly visitors). Lemonade captures email AFTER quote. Guardio's quiz IS the value. Figma's shared files bypass landing pages entirely. Grammarly's demo document teaches through use. Warby Parker's Home Try-On converts at 66%. All demonstrate that delivering value before commitment dramatically outperforms gate-then-deliver. Action: Create a "sample note" experience: "Select your specialty -> See a sample AI-generated SOAP note" without signup. Frame signup as "Try with your own recordings." This is the single highest-impact conversion tactic across all 36 companies.
2. Build a 6-8 Question "Clinical Workflow Assessment" Quiz for Cold Traffic
Evidence: Betterment's 6-question efficiency. Care/of's depth of personalization. Wealthfront's academic rigor. Policygenius's priority question for maximum personalization with minimum length. B2B healthcare tools (Batch A) avoid quizzes entirely -- meaning framing as professional assessment is critical. Consumer quiz funnels (BetterHelp, Noom) convert at 30-50%. Action: Specialty -> practice size -> documentation method -> time spent -> biggest documentation goal (goal-framing, not problem-framing) -> note format preference -> personalized result with auto-configuration. Frame as "Clinical Workflow Assessment" not "marketing quiz."
3. Name the Pain, Not the Product
Evidence: Heidi Health's fastest-growing AI scribe runs ads about burnout, not AI. SimplePractice's "Help On" shows lifestyle, not software. Nabla's "Enjoy care again" speaks to clinical identity. Zero successful companies across all 36 lead with technical specifications or AI capabilities. Action: Facebook ads: "Still charting at 9pm?" / "Notes following you home?" / "When did you last leave work on time?" Introduce Twofold only after pain is established. Create lifestyle video content showing the life Twofold enables.
4. Implement Dynamic Landing Page Personalization
Evidence: Notion cut CPL by 60% via Mutiny. Curology creates channel-specific pages. Dropbox uses keyword-matched pages. Different traffic sources have different intent levels and context. Action: Different Facebook ad angles (burnout, compliance, time-savings) each land on dynamically personalized pages with matching headline and imagery. Use Mutiny, Unbounce, or custom logic to match UTM parameters to page variants.
5. Auto-Configure the Trial Based on Quiz/Onboarding Answers
Evidence: Function of Beauty auto-generates formulas. Care/of auto-adds to cart. Wealthfront auto-creates portfolios. Notion auto-loads templates. The quiz result must be genuinely functional (all 7 Batch B companies demonstrate this) -- not a "You're a great fit!" message. Action: After quiz, auto-load specialty templates, note format, terminology preferences. First login shows ready-to-use product, not blank setup screen. "Based on your answers, your Twofold account has been configured for psychotherapy with SOAP notes and dictation mode."
6. Build Usage-Based Conversion Triggers
Evidence: Slack's 30% freemium-to-paid conversion (6-10x industry average) from usage-based limits. Canva, Figma, Zapier, Dropbox all use usage-based triggers. Usage-based limits align payment with demonstrated value -- users only hit the paywall when they've proven the product's worth. Action: Test "first 10 notes free" alongside or instead of time-based trial. Track "notes generated" and "hours saved" as activation metrics. Power users may convert in 2 days; lighter users get more time to experience value.
7. Implement a Permanent Free Tier for Bottom-Up Enterprise Penetration
Evidence: Heidi Health, Nabla, Doxy.me (Batch A). Slack, Figma, HubSpot, Dropbox (Batch C). Free tiers seed individual adoption that creates bottom-up enterprise demand. Heidi Health's referral programs failed; product quality drove organic advocacy. Doxy.me captured 30% market share through free tier. Action: "5 free notes/month forever" creates bottom-up enterprise penetration. Individual clinicians adopt for free, advocate within their organization, and create enterprise demand without enterprise sales costs.
8. Create Specialty-Specific Landing Pages
Evidence: Canva's programmatic SEO (270M monthly visitors from specific pages). Zapier's three-tier system (5.8M monthly visits). Hims' concern-specific pages. Elation Health's Doximity ads (12% view rate). Intent-matched landing pages convert at dramatically higher rates than generic pages. Action: "/for-therapists", "/for-psychiatrists", "/for-social-workers" with specialty-specific sample notes, testimonials, and messaging. Each captures specific search traffic and converts with tailored copy.
9. Embed Referral at Peak Product Satisfaction
Evidence: Dropbox referral (3,900% growth in 15 months, placed at step 6 of onboarding after first file upload, 35% of daily signups from referrals). Heidi Health's lesson that referral PROGRAMS fail but organic advocacy from product quality succeeds. Action: After first successful note generation: "Share Twofold with a colleague -- you both get a free month." Self-interest framing, not altruistic. Trigger at peak satisfaction moment.
10. Build A/B Testing Infrastructure from Day One
Evidence: Booking.com runs 1,000+ concurrent tests. Canva runs 30-50/month. Slack tests everything. A single copy test at Booking.com produced a 25% uplift. Notion cut CPL by 60% through one personalization experiment. No funnel is optimal at launch. Action: Build every funnel element to be testable. Target 10+ experiments/month. Document results including failures as behavioral intelligence ("what our audience doesn't want" is as valuable as "what works").
Funnel Architecture Comparison Matrix
| Dimension | Quiz-First | Landing -> Quiz | Direct Signup (PLG) | Chatbot | Search-First | Enterprise Demo-Led |
|---|---|---|---|---|---|---|
| Examples | BetterHelp, Calm, Guardio, Warby Parker, Function of Beauty | Noom, Hims, Talkiatry, Care/of, Curology | Freed, Grammarly, Calendly, Heidi Health, Doxy.me, Canva, Figma, Slack, Notion, Zapier, Dropbox | Lemonade | Zocdoc, HubSpot (content) | Suki AI, Tebra, Jane App, Nabla (enterprise) |
| Best for | High-consideration, cold traffic needing warming | Products needing education before quiz | Known products, referral/search traffic, high-intent users | Simple transactions, playful brands | High-intent searchers | Large group practices, health systems |
| Conversion rate | 30-50% quiz completion; 75% Warby Parker quiz-to-HTO | Varies by landing page quality | 1-5% typical B2B SaaS; Slack 30% freemium-to-paid | High for completed flows | High for searchers | Low volume, high ACV |
| Sunk cost creation | High (quiz investment) | Medium (landing + quiz) | Low (quick signup) | Medium (conversation) | Low (search is effortless) | High (demo investment) |
| Data collected | Rich (pain points, preferences, personalization) | Rich (same as quiz-first) | Minimal (email, specialty); expanded post-signup | Medium (property, needs) | Progressive (deferred) | Heavy (practice details, IT, EHR) |
| Drop-off risk | Quiz length abandonment | Landing page bounce | Signup form friction | Conversation fatigue | No registration = no drop-off | Long sales cycle |
| Recommended for Twofold | Cold Facebook traffic (Path A) | Secondary (education-heavy campaigns) | Warm search/referral traffic (Path B) | Not recommended | SEO pages (Path B variant) | Enterprise / group practice (Path C) |
Recommended Funnel Architecture for Twofold
Based on evidence from all 36 companies, the optimal architecture is a triple-path system that routes users based on traffic temperature and buyer type.
PATH A: COLD TRAFFIC (Facebook ads, social media, awareness campaigns)
─────────────────────────────────────────────────────────────────────
Ad (pain-specific or lifestyle: "Still charting at 9pm?" / "Notes following you home?")
→ Dynamically personalized landing page (Mutiny, UTM-matched headline)
[Notion's 60% CPL reduction via dynamic personalization]
→ 6-8 question "Clinical Workflow Assessment" quiz
Q1: Specialty (easy, personalization setup)
Q2: Practice size (easy, segmentation)
Q3: Current documentation method (behavioral)
Q4: Time spent on notes per day (pain quantification)
Q5: Biggest documentation goal (goal-framing per Function of Beauty)
Q6: Note format preference (personalization)
→ Between questions: data points, social proof, time-savings calculation
[Noom's tested interstitial placement, Care/of's educational content]
→ Interstitial: "Personalizing your setup..." (loading animation)
[Noom, Guardio, Function of Beauty, Wealthfront -- 10-20% conversion lift]
→ Results page:
+ "Based on your answers, Twofold could save you X hours/week"
[Noom's dynamic goal timeline]
+ Specialty-specific sample note preview (value before signup)
[Canva's embedded product, Grammarly's demo document]
+ Peer testimonial from same specialty
[Noom's tested placement at decision points]
+ Research citation for time-savings estimate
[Care/of's evidence-based recommendations, Wealthfront's academic rigor]
+ "Your personalized setup is ready"
→ Signup: "Create your free account to save your setup" (email + password)
[Zocdoc/Lemonade's deferred registration framing]
+ "No credit card required" + HIPAA badge
+ Auto-configured trial (templates, note format, terminology pre-loaded)
[Function of Beauty, Wealthfront, Care/of auto-configuration]
→ 4-step onboarding (existing Twofold flow -- already excellent)
→ Dashboard with demo recording + pre-loaded sample note
→ Post-first-note: referral prompt
[Dropbox: step 6 of onboarding, self-interest framing]
PATH B: WARM TRAFFIC (Google search, referral, retargeting, professional networks)
──────────────────────────────────────────────────────────────────────────────────
Search result / referral link / retargeting ad / Doximity ad
[Elation Health's 12% Doximity view rate; Canva/Zapier's programmatic SEO]
→ Specialty-specific landing page ("/for-therapists", "/for-psychiatrists")
[Canva: 270M monthly visitors from specific pages; Zapier: 5.8M monthly visits]
+ Sample AI-generated note for that specialty (value before signup)
[Canva's embedded product, Figma's shared file viewing]
+ Peer testimonials from that specialty
+ "Generate your first AI note in under 2 minutes"
[Zapier's time-anchoring messaging]
+ Price comparison vs. competitors
+ HIPAA badge + compliance info
→ "Start Free Trial" CTA (direct-to-signup)
[Heidi Health: <2 min signup, 80% adoption rate; Doxy.me: 60-second signup]
→ 3-question onboarding survey (specialty, practice size, note format)
[Notion, Canva, Slack: lightweight post-signup personalization]
→ Auto-configured trial
→ First action: "Record your first note" (or demo recording)
→ Post-first-note: referral prompt ("Share with a colleague -- you both get a free month")
[Dropbox: 35% of daily signups from referrals, 3,900% growth]
PATH C: ENTERPRISE / GROUP PRACTICE
────────────────────────────────────
"For Teams" page
[Nabla, Elation Health, Jane App, Tebra: dual-path architecture]
→ HubSpot-style segmentation CTAs ("Start free trial" + "Request group pricing" + "Schedule demo")
→ Demo request form (practice details, size, EHR)
→ Dedicated demo with Practice Specialist
→ Custom onboarding (8-week for 10+ practitioners, per Jane App model)
→ Enterprise pricing + BAA
→ Bottom-up adoption support: individual clinicians already using free tier advocate for enterprise deal
[Heidi Health's bottom-up enterprise play; Slack's team-level conversion]
This architecture synthesizes evidence from all 36 companies:
- Heidi Health's pain-point marketing and PLG approach -- ads about burnout, not AI
- Nabla's emotional positioning ("Enjoy care again") and dual-path architecture
- Guardio's value-first entry -- quiz provides immediate benchmark
- Noom's personalization loading, goal projection, and tested social proof placement
- Hims/Talkiatry's qualification/good-news reveal moment
- Zocdoc/Lemonade's deferred registration -- signup after value
- Function of Beauty's goal-framing and auto-configuration
- Wealthfront's minimum viable questions and consistency detection
- Care/of's research citations and evidence-based recommendations
- Warby Parker's physical trial bridge (converted to digital trial)
- Policygenius's priority question for maximum personalization with minimum friction
- Betterment's 6-question sweet spot for professional audiences
- Notion's dynamic landing page personalization (60% CPL reduction)
- Canva's value-before-signup, embedded product, and programmatic SEO
- Slack's usage-based conversion triggers (30% freemium-to-paid, 6-10x industry avg)
- Dropbox's referral timing at peak satisfaction (3,900% growth)
- Booking.com's experimentation culture (1,000+ concurrent tests)
- Elation Health's professional network advertising (12% Doximity view rate)
- SimplePractice's lifestyle-first video ads
- Calm/Headspace's topic-specific entry points
- Grammarly's learn-by-doing sample note experience
- Twofold's existing fast onboarding (4 steps, under 2 minutes)