Dipsea · B2C · audio stories app
Test sending paywall taps to a web checkout page
Realized LTV down 6% at first; fewer web subscribers turned off auto-renew
What they did
What happened
In their words
Optimizing Funnels, Pricing, and Retention at Zumba — Nicole Page & Lucy Levy, Zumba
David BarnardGotcha. Yeah, yeah, that makes a lot of sense.
David BarnardYeah, again, some of the feedback we got from folks on our Dipsea experiment, and our experiment didn't do too bad. 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,
David Barnardwhat we see in the data is that far fewer people on the web have turned off auto-renew. And so, you know, we're not, you know, calculating the exact predicted LTV of of what that's going to be, because they're all annual plans. But it's looking like the LTV is going to be higher on the web over the long haul, even though it was a 6% loss in that initial revenue conversion. So yeah, it this app to web is is going to be interesting as people start to discover the best practices and iterate their way toward toward making it work.
Lucy LevyYeah, and it can it it can be very scary, because you can see CPA climb, and and you're like, "Oh, what the hell?" Like, you know, "Let me turn this off," because if you don't focus on the big picture, you always get caught up on the CPA increasing, which is something that we saw. But then when you do the lifetime value calculation, I think that's when you see the value, right?
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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)
- 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
Tags: ios, web, app-to-web, web-checkout, annual-plan