Give non-payers one free beginner class, then show the paywall when they stop

Nicole PaigeSo maybe if they're in one of the places in the app where the paywall doesn't convert as well, like potentially some of the ones that they see sooner in the app, or one of the ones that they see in the settings, potentially using some different messaging, or or the just using the in-app paywall for that, versus some of the apps that we see converting really well. For example, we have

Nicole Paigea welcome class that we give them now, so when they come in, we give them one class so that they don't need to make a lot of decisions, and we say, "Try this one first," and it's a fantastic beginner's class. And we see that paywall doing pretty well, because right after it we give them a paywall. So those seem to be higher-intent users, so maybe those are the ones that we can send to app to web. So we haven't done that yet, but it is one of the things that we're thinking about.

Lucy LevyYeah, it's a it's an interesting point. We're just sending half of the people to one experience versus the other. We're not being very cautious about it, but it's a it's a great point to look at the data, understand which are higher-intent users, and based on that, maybe present them with the the correct option.

Lucy LevyAnd I'm always pushing back because obviously I want the LTV to CAC ratio to always work, and I'm always pushing back saying like, "Let's just keep that one class, focus that class on beginner, and try to get them to start their trial," cuz they also have an option to navigate the entire app and access all the classes if they wanted with their with their free trial.

Lucy LevySo that's why we landed on on that one class. Normally, when they go through onboarding, they see the paywall. A big percentage of them convert, but then the other big percentage that doesn't convert has direct access access to that free class. If they choose to take that class,

Lucy Levywhenever they cut it off, even if they don't go through the entire class, we present a paywall. So that's a paywall that, as Nicole was explaining before, maybe we can contextualize it a little bit more, because we get hundreds of thousands of views in that class, and we can do a better job at converting people from that experience.

David BarnardIs that one class the same for every user, or are you actually using the personalization to personalize that one free class?

Nicole PaigeThe one free class right now is the same for every user. The reason we did it like that is because the class is a Zumba 101. So

Nicole Paigeno matter who they are, even if they take Zumba, it's a really good introduction to what you're going to see in the app. So it shows the basic steps, it kind of gets them familiar with the app format, content. So for right now, we're showing everyone the same, but I think it's definitely a possibility in the future that we personalize that welcome class as well.