Built With Science · B2C · science-based fitness coaching app
Spend a year fixing trial-to-paid and retention before buying any ads
Founder says it lifted the floor for every channel; paid traffic later converted at 25%
Workedproduct-activationpaid-social
What they did
Launched the app in January 2025 to the YouTube audience but ran no Meta ads until January 2026. Spent that year acting on launch feedback and improving trial-to-paid, retention and churn, reasoning that paid traffic converts much lower than warm organic traffic. Only once those numbers looked right did they add acquisition channels (Meta, SEO/AEO).
What happened
Paid channels started from a higher conversion floor; Meta trial-to-paid ~25% vs 35-40% organic.
- Stage
- Pre-launch (post-launch, pre-paid)
- Effort
- One full year of product work
In their words
Sub Club by RevenueCat · Scaling Meta Ads from zero to $100K a month — Ethan Ethier, Built With Science“as long as we're constantly improving our trial to paid and retention, that lifts the floor for everything else”
“So we spent that full year just putting our heads down, improving the product. And once we felt like the numbers were right in terms of a trial to paid, our retention and our churn, then we slowly started investing into these additional acquisition channels.”
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More from this episode
- Built With Science: Hype the app launch to your YouTube viewers, course members and email listA launch spike, then a steady trickle; not a growth engine on its own
- Built With Science: Mention the app softly mid-video, and tell user transformation storiesStory videos bring more trials than broad educational ones; old videos give steady monthly trials
- Built With Science: Hire clippers to post long-video clips on Reels and TikTok, then reuse winning hooksSome clips go viral; their hooks now shape new long videos
- Built With Science: Scale Meta ads without the famous founder: B-roll, testimonials and AI image adsScaled from zero to ~$100K/month (host figure); 25% trial-to-paid
- Built With Science: Spend the first month of ads just learning your paid trial-to-paid rateTook about a month to get a baseline to set the allowed cost per customer
- Built With Science: Judge ads by how many trials pay, not by how cheap the trials areClickbait ads brought cheap trials but a huge drop in trial-to-paid
- Built With Science: Build a dashboard that confirms which trials came from Meta, and send Meta your best users
- Built With Science: Send ad clicks to a long personal quiz on your website, not the App StoreQuiz beat direct-to-store; now gets ~90% of traffic; same quiz in the iOS app did worse
- Built With Science: Sell the app as a trainer in your pocket, not a tracker, at $189 a yearKept $189/year since launch; 35-40% organic and ~25% Meta trial-to-paid
- Built With Science: Offer 15% off each if users add a workout buddy to their plan15% of trial starts add a buddy; higher order value and better retention
- Built With Science: Build free calorie and macro calculators that rank in AI search and lead to the quizWorking well, founder says; tools convert slightly better than blog posts
- Built With Science: List every reason a page fails before brainstorming fixes, and write each test down~70% of tests fail first time; written notes turn failures into later winners
- Built With Science: Release new features quietly, and announce only once usage proves themFounder says it gives cleaner reads than email-hyped launches; no numbers
- Built With Science: Build an AI coach trained on the creator's videos that reads each user's own dataOne of customers' favorite features, founder says; no numbers
- Built With Science: Team up with researchers and run studies with your own app usersFounder says it adds credibility; no numbers
- Built With Science: Show only the yearly plan first, with a day-by-day trial timeline and reminder promiseAnnual picks rose from ~60% to 75-80%, with no price change
- Built With Science: Add more explanation to the pricing page to make the value clearerHurt conversion; extra text overwhelmed buyers who were ready to start
- Built With Science: Offer 20% off to pay now, with a toggle back to the 14-day free trialQuite negative, even with a 30-day money-back guarantee
- Built With Science: Make both the free trial and the pay-now discount sound goodVery strong lift after a few weeks, vs the version that shamed the trial
- Built With Science: Film a months-long science experiment video with real people in a rented studioOne of the year's top videos; decent but not major app conversion