Zumba · dance fitness brand and app
Give only a 7-day free trial on the annual plan, priced at $99
Trial-to-paid rose from the 30s to ~56%; no drop in trial starts
What they did
What happened
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 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.
Lucy LevySo when we started with uh with the app, about 30% of our users, even a little bit less, were choosing the annual plan, and the conversion was in the 30s from trial to paid. At this point, we're getting about 60% of the users choosing the annual plan and about 56% conversion from annual conversion from trial to paid on the annual, so.
David BarnardNice.
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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
- Drop the free trial on the monthly plan and cut it from $19.99 to $14.99Great results per the guest; annual mix rose from ~30% to ~60% (other changes too)
- 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, short-trial, annual-plan, price-test