Optimizing Funnels, Pricing, and Retention at Zumba — Nicole Page & Lucy Levy, Zumba

Onboarding asks the user's goal (weight loss, getting started, having fun, reducing stress). The app then builds a goal-based program (a curated package of classes) and drops them into it right away instead of a content catalog, to cut decision paralysis. Framed against free YouTube: 'how is this better than YouTube?' Kept releasing more programs and features that reduce choice.

A/B test, half of users each: in-app purchase only vs. web checkout only. Iteration 1: paywall button sent users to the web. Iteration 2: in-app paywall with package selection (monthly/annual, via RevenueCat) and a 'Start Today' button; the tap opens Safari to a stripped-down Stripe page showing only the chosen plan, styled like Apple's in-app purchase sheet, then auto-redirects back into the app. No extra discount for paying on the web, to protect LTV. Next ideas: let users choose web or in-app, and route only high-intent placements (e.g. after the welcome class) to web.

Stripe web checkout detects what the user's browser supports and preselects Apple Pay or Google Pay; the card form only appears when neither is available. Checkout auto-redirects back into the app after payment.

Replaced a rush-to-paywall flow with a longer onboarding that asks about interests and fitness level, shows value interstitials, and recommends a program before the user sees the app. Answers seed the recommendation algorithm, whether onboarding starts on web or app.

After introducing the long onboarding, added a paywall immediately after it, before users drop into the product, relying on the value built up during onboarding. Users who don't convert still get one free class.

Users who skip the post-onboarding paywall get direct access to a single free 'Zumba 101' welcome class, the same for everyone (basic steps, app format). Whenever they exit the class, even partway, a paywall appears. Kept at one free class despite user requests for more, to keep LTV:CAC working. Everything else requires the 7-day annual trial or a paid plan.

Found three completed classes is the aha moment. In onboarding users set a weekly class goal, defaulted to 3, with copy saying three classes a week helps you see progress. Home screen has a class counter toward three; early emails and pushes focus on getting to three.

Post-class screen congratulates the user; badge/milestone system for classes taken and steps. Users rate each class (liked it? too hard, too easy, too intense, not intense enough); the recommendation algorithm immediately suggests the next class and pins it at the top of the home screen on the next open. Working on weekly stats summaries sent to users.

Testing pushes timed to each user's habitual workout day (e.g. Mondays) and hour (e.g. 9 AM, not 3 PM for people never active midday). Separately testing a Friday push suggesting a shorter or fun class to counter the pre-weekend activity dip. Notifications with low opens or that cause opt-outs get changed.

Built several chat threads (discuss the classes, a health journey, starting out with Zumba) on the hypothesis that people want to talk about classes after taking them. Next attempt will be contextual, closer to interactions inside a live class.

Launched at $19.99/month and $129/year, both with free trials, and saw poor conversion. A/B tested price packages with RevenueCat; landed on $14.99/month with no free trial, paid upfront, alongside $99/year with a 7-day trial.

Instead of the 14- or 30-day trials common in fitness apps, the $99 annual plan (down from $129) has a 7-day free trial, meant to push users to try the app quickly and commit.

Talked to hundreds of students and instructors (plus many more by survey) via Zoom and phone, recruited from the customer database and in-person classes. Pulls users from data who downloaded then churned, or took one class then churned, and asks why they left. Also ran a check-in study where participants tried to work out more during the week and talked freely.

Onboarding data showed 70-75%+ of users call themselves beginners; validated with research. Re-centered the product on beginner intensity and complexity and filmed lots of high-quality beginner content, positioned against inconsistent free YouTube videos.

Small separate app team inside a 24-year-old company. Every launch is treated as a hypothesis; features (even last year's) are re-checked and cut if not working. Mixpanel plus an internal A/B testing tool and RevenueCat for paywall/price tests; the two leads ping each other about the data by 8 AM daily.

When infomercial DVD buyers started calling the call center asking to become instructors, the founders held an instructor training in Miami with a pre-set rule: more than 60 attendees means keep going, otherwise rethink. They then repeated trainings around the country and created the Zumba Instructor Network membership for repeat attendees.

A/B tested several call-to-action labels on the paywall button; 'Start Today' won and is meant to also nudge users to take their first class.

RevenueCat tested app-to-web checkout on its Dipsea app (annual plans). Feedback: the web checkout looked like a big form even with Apple Pay available.