How Removing the Free Trial Grew Monthly Subs 2000% – Nancy Anderson, Natal

“Immediately, I was like, "I need to capture before and afters. Day 1, take your picture. Day 30, send it in. Whoever wins a challenge, wins X, Y, and Z."”

“A few years in, we started doing paid ads, which killed it out of the gate for a couple years until they did that big update, which kind of hamstrung everyone.”

“Because I notice when you post only about product, you don't perform well on the outcome.”

“But every DM and comment across all social platforms, every email, every in-app post, comment, and DM gets answered within 24 hours and has been for eight years.”

“"And at the end, you just want to end it with a soft sell, like, 'Click here to learn more,' like, 'DM me to chat.'" That's what I want.”

“Yes, you're right, but that would be cashing in on my audience.”

“I realized, because I was so close to those conversations and so close to those clients, like, "Oh, this is not a one-off. This is a gap that no one is serving”

“So then I had a few different apps, actually four, to be honest with you, which, in hindsight, mistake. I shouldn't have done that.”

“In hindsight, I probably wouldn't have spent so much time building a brand with my name across it. I would have had another name, like Natal, for example.”

“I have my coaches create content for us, which I think is a way to do UGC without making it kind of that diluted way of doing it.”

“So you come in through onboarding and you tell us, are you trying to conceive? Are you currently pregnant? Are you postpartum? Have you ever had a baby before? And based off of that answer, the content that's populated in your app once you get in there is completely different.”

“So I think that was probably our biggest fail because it just creates decision fatigue.”

“One that we've done recently is a posture assessment where they can come in and get their posture analyzed by an expert, real person, not AI, and it tells them what they need to work on”

“As soon as they get into the app, a real person is reaching out to them like, "Hey, just shooting a DM. Welcome to the app. Let me know what I can help you find."”

“I don't post free workouts, and it's not because I don't want to give anything away for free. It's because I think it attracts the wrong type of audience personally”

“for years, people have been submitting their subscriptions to insurance and getting it covered for pre and postnatal fitness for our app”

“So that's a great time too to push campaigns around like, "Don't lose your HSA. You can use it to do our programs or use our app,"”

“You had Zumba on, and they talked about removing the free trial from the monthly option.”

“And we raised prices during that time, which is kind of crazy to think about.”

“I have paid influencers to post for us, and we pay them a lot of money.”