Zumba · dance fitness brand and app
Push new users to finish 3 classes: default weekly goal of 3 and a counter
Users who reach 3 classes are much more likely to stay
What they did
What happened
In their words
Optimizing Funnels, Pricing, and Retention at Zumba — Nicole Page & Lucy Levy, Zumba
David BarnardWhat do you consider your aha moment? Or or what are you kind of optimizing toward, one class, toward some other experience, or what do you optimize toward?
Nicole PaigeUh, we found that three classes seems to be the aha moment. After three classes, they really seem to be much more likely to be a long-term user. So we're trying to get them to the three classes. We're A lot of our communication early on is focused on getting them to the three classes. We have a class counter on the home page
Nicole Paigeencouraging them to get to three. In the onboarding, we actually have them set a goal for how many classes they want to commit to for each week. We default that goal to three, and we also have a little blurb about how just three classes a week can really help you see progress toward your goal. So we
Nicole Paigeencourage them to choose that three because we've seen that it helps that others in the app have succeeded with the three, and then throughout the app, we have some small reminders to get them to the three, as well as the communication journey.
Get tactics like this every Monday
New tactics from the week's founder interviews, each linked to where it was said.
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
- 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, aha-moment, goal-setting, default