Zumba · dance fitness brand and app
Send workout reminders at the day and hour each user usually works out
What they did
In their words
Optimizing Funnels, Pricing, and Retention at Zumba — Nicole Page & Lucy Levy, Zumba
Nicole PaigeWe're definitely still experimenting a lot with that. We're we're checking the performance of our emails and our push notifications and making changes. When our notifications aren't getting opened, or when they're leading to opt-outs, we'll change it. But one of the things we're doing right now that we're testing is
Nicole Paigewe're testing sending them a notification at the time that they usually go into the app. We say if a user typically works out on Mondays, we know that they're probably higher intent there. Let's send them a notification and remind them that they can take their class. Or one thing that we're trying is we see that
Nicole Paigeusually going into the weekend, Fridays, we see a little bit of an activity dip. People are getting ready for the weekend, so we're trying a notification there kind of on the flip side to see if we can get them excited about maybe take a shorter class, maybe take a fun class, and trying to suggest some things where they might not otherwise work out. But
Nicole Paigetiming-wise, we're trying to send them the notification at the time that they're usually active also. So, you know, if someone is typically active at 9:00 AM, we're trying to time it so that we send it at the time that they're active versus, you know, if they're never in the app in the middle of the day, maybe they're working, we don't want to send them a notification at 3:00 PM, for example, if they're someone that's not available then. So we're …
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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
- 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, push-timing, personalization, reminders