Ladder · B2C · strength training app
Nudge members to cheer on others so new trial users get lots of cheers
Cheers received correlated with workout completions and long-term retention
Workedretentionproduct-activation
What they did
Home screen shows avatars of people currently working out with a progress ring; double-tap to send an emoji 'cheers'. After finding that cheers received correlated with workout completions and long-term retention, Ladder works on incentivizing outbound cheers so recipients, especially early in their trial, get a 'basket of cheers'.
What happened
Correlation between cheers received and workout completions/retention; results of boosting outbound cheers not quantified.
- Stage
- growth
In their words
Sub Club by RevenueCat · How to Use Segmentation to Maximize LTV — Greg Stewart, Ladder“we correlated the number of cheers received to workout completions and long-term retention.”
“we now use that to figure out how do we incentivize and increase the number of outbound cheers. So, on the receiving end, you're more likely to receive a basket of cheers in your experience, especially early on in the trial.”
Related topics
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New tactics from the week's founder interviews, each linked to where it was said.
More from Ladder
All 21 Ladder tactics- Run a big yearly user survey and use AI to read the answers7,500+ responses in a year; led directly to the nutrition feature
- Let users log reps and weights, then suggest next weights and show their progress70-75% of users now log every workout; guest sees it correlate with retention
- Have coaches tell users to log their weights mid-workout, not in a help pageJournal use climbed to 70-75% of workouts; guest calls it 10x more effective than FAQs
- Send ad clicks to a web survey and flag likely payers to TikTok and InstagramWorking really well, host says, even with fuzzy web-to-install tracking
- Target serious runners with training plans that adapt after every runWon the race-training niche; later bought by Strava
- Read your five-star reviews to find the result users want, then target 3 workouts a weekBecame the goal the whole product is built around; no retention numbers given
More from this episode
- Ladder: Make a separate ad and coach-led program for each type of lifterFounder says it brings in users more likely to stick; no numbers
- Ladder: Offer a 7-day free trial without asking for a credit cardUsers who finish one or two workouts convert at a very high rate
- Ladder: Aim every feature at getting new members to 3 workouts in week oneHitting it in week one makes month-one retention very likely
- Ladder: Test annual prices, lead the paywall with annual, and add annual-only featuresAnnual members now outnumber monthly; payback periods very tight
- Ladder: Pitch annual only to trial users who worked out; offer others a cheap first monthHelped make annual the majority plan; no split numbers
- Ladder: Offer non-converted trial users their first month for $5, then $29.99About half stay into month two at full price; consistent across cohorts
- Ladder: Run 6-week workout series and pitch discounts to past leads before each startsFounder says deals work best at these moments; no numbers