Zumba · dance fitness brand and app
Show the paywall right after onboarding, before people see the app
Helped overall conversion; no numbers given
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
Nicole PaigeThat greatly increased our conversion, and I think it was a surprise to a lot of us that we introduced friction, but it really did help us. And one thing we did after introducing the long onboarding was we actually introduced a paywall
Nicole Paigebefore the users even gotten to the app, which was another assumption that we challenged, was that, "Oh, no, they definitely have to see the product before we show them the paywall." But we were able to build enough value perception into the onboarding experience where we showed them a paywall right after onboarding before they dropped into the product, and that really helped with overall conversion as well.
David BarnardI heard one of you mention that that you now just give away one free class. Where did that come into the mix, and how do you introduce that in the onboarding funnel, and and whether they start a free trial or not? I guess just to better understand as well, is the is the app kind of hard paywalled, where you really only get that one class unless you start the free trial?
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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
- 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
- Test sending paywall taps to a web checkout pageRealized LTV down 6% at first; fewer web subscribers turned off auto-renew
Tags: ios, android, paywall-placement, onboarding-paywall