Zumba · dance fitness brand and app
Drop the free trial on the monthly plan and cut it from $19.99 to $14.99
Great results per the guest; annual mix rose from ~30% to ~60% (other changes too)
What they did
What happened
- Effort
- Many price-package A/B tests
This shipped together with other changes, so the result can't be credited to this alone.
In their words
Optimizing Funnels, Pricing, and Retention at Zumba — Nicole Page & Lucy Levy, Zumba
Lucy Levy… so we hire research companies, pricing study companies, and we take years before we make any change, because we already have such a large community. For the app, we started with uh with research on what we thought people were willing to pay, but as you know, once you're live, it is completely different than the than the research. You try your best, but things can change, and that's when the culture of like testing and iterating really matters.
Lucy LevySo we started with the monthly and the annual plans, but both of them were free trials. We, believe, in the beginning, our monthly price price was $19.99, and the yearly price was $129, and we were seeing like really not great conversion.
Lucy LevySo we started to iterate. We used RevenueCat to AB test different pricing packages, and after a lot of different testing, which I still think that we have room for improvement, 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.
Lucy LevyAnd then, contrary to many fitness apps, we just give a seven-day trial on the annual plan. 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 saw a huge improvement in conversion from trial to paid.
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More from this episode
- Ask each user's goal, then put them in a matching workout programProgram users watched 2x as many videos; month-2 retention about doubled
- Let people pick a plan in the app, then pay on a bare web pageSign-ups fell 25% (35% at first) but lifetime value rose 17%
- On the web checkout, show Apple Pay or Google Pay first when availableHelped conversion a little; no numbers given
- Make onboarding longer: ask about goals and level, show value, recommend a programMuch higher paywall conversion than the short flow; no numbers given
- Show the paywall right after onboarding, before people see the appHelped overall conversion; no numbers given
- Give non-payers one free beginner class, then show the paywall when they stopHundreds of thousands of views; that paywall converts well, but no numbers
- Push new users to finish 3 classes: default weekly goal of 3 and a counterUsers who reach 3 classes are much more likely to stay
- After each class, celebrate, ask how hard it was, and suggest the next classMore people come back for their next class; no numbers given
- Send workout reminders at the day and hour each user usually works out
- Add chat threads where users talk about classes and their health journeyUsers didn't engage; feature turned off
- Give only a 7-day free trial on the annual plan, priced at $99Trial-to-paid rose from the 30s to ~56%; no drop in trial starts
- Interview people who quit after one class, not just your biggest fansFound many churners leave for live classes; shaped the beginner focus
- Build the app for shy beginners with easy, high-quality classes70-75% of new users say they're beginners; credited as a big retention shift
- Treat every launch as a test and check the numbers every morningGuests credit it for fast iteration; no numbers
- Run one instructor training and continue only if 60+ people show upAbout 120 came, double the bar; became the core instructor business
- Label the paywall button "Start Today"Won an A/B test of several button labels; no numbers
- Test sending paywall taps to a web checkout pageRealized LTV down 6% at first; fewer web subscribers turned off auto-renew
Tags: ios, android, remove-trial, monthly-plan, price-test