Zumba · dance fitness brand and app
After each class, celebrate, ask how hard it was, and suggest the next class
More people come back for their next class; no numbers given
What they did
What happened
In their words
Optimizing Funnels, Pricing, and Retention at Zumba — Nicole Page & Lucy Levy, Zumba
Nicole PaigeWe tell them that they did a great job. We built a badge system, a gamification system, and they can reach different milestones, they can earn different badges, there's number of classes taken, or there's number of steps taken. So we do a lot of We spend a lot of time celebrating them after the class.
Nicole PaigeWe also have started to ask them to rate the class after to improve our recommendation algorithm. So now when they take a class, we ask them if they liked it. We ask them if it was too hard, too easy, too intense, not intense enough, and right away we recommend them the next class that they should take. And when they sign back into the app,
Nicole Paigewe have it right there when they sign in at the top of the app. So we're really trying to complete that loops for them, so that they can come back in and they can take their next class. So we've seen that really improve the amount of people coming back and taking their next class, just trying to get them to the right class for them.
Nicole PaigeWe've also worked a lot on our communication journey, so when is the right time to send them a push notification, when is the right time to send them an email? We're working on a few things right now to try to get their stats from the week sent to them, so that they can really celebrate their wins and move on to their next week with confidence. So we've done we've done a lot there.
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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
- 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, gamification, badges, post-session, recommendations, rating