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

“So instead of just dropping them into the app and giving them a bunch of content to choose from, we started developing goal-based programs.”

“So we've seen that that initial conversion, we saw a drop initially of about 35%. With the second iteration, we managed to improve that to about 25% drop instead of 30 35%.”

“one of the optimizations that we've made that we've seen help us a little bit with the conversion is we default to what we see that the user has available. So if they have Apple Pay, we'll default to that one selected first.”

“we saw that that onboarding experience actually led to a much higher conversion than without having the longer onboarding, and it also gave us the ability to personalize what they saw right when they got into the app.”

“we showed them a paywall right after onboarding before they dropped into the product, and that really helped with overall conversion as well.”

“If they choose to take that class, whenever they cut it off, even if they don't go through the entire class, we present a paywall.”

“We have a class counter on the home page encouraging them to get to three. In the onboarding, we actually have them set a goal for how many classes they want to commit to for each week. We default that goal to three”

“We ask them if it was too hard, too easy, too intense, not intense enough, and right away we recommend them the next class that they should take.”

“we're testing sending them a notification at the time that they usually go into the app. We say if a user typically works out on Mondays, we know that they're probably higher intent there.”

“So we ended up building a bunch of different chat threads that you could join and talk about the classes, or talk about a health journey, or talk about just starting out Zumba.”

“we are now at monthly $14.99, no free trial, which led to great results, so highly recommend it for anyone that is hesitating, definitely try it.”

“A lot of apps give 30-day free trials or even 14-day trials, but we saw that, you know, getting them to a shorter trial led to higher commitment, higher engagement, them rushing into giving it a try, and and we actually didn't see a drop in conversion.”

“We spend a lot of time looking at our data and pulling out specifically people that downloaded the app and then churned, or took one class and then churned.”

“So now really we're really focusing the product on on that beginner experience, the intensity of the classes, the complexity of the classes, to try to cater for that audience”

“Lucy and I usually by 8:00 AM, we're pinging each other about what we're seeing in the data in Mixpanel.”

“If more than 60 people show up, we keep going with that idea.”

“We've landed on "Start Today." We've AB tested a few different ones, and "Start Today" seems to be motivating for people”

“I mean, we only saw a 6% drop in realized LTV on the initial conversions, which is not that bad, and then to to your point on LTV, what we see in the data is that far fewer people on the web have turned off auto-renew.”