Flo Health · B2C · women's health app
Cut the price sharply in Brazil
Brazil revenue up hundreds of percent in a year; now a top-4 market
Workedpricingmarket-selection
What they did
Reduced the Brazil subscription price 'really significantly' (exact level not given), chosen through the regional price-testing process. The lower price raised conversions and improved retention.
What happened
Brazil revenue grew hundreds of percent year over year and Brazil became Flo's #3 or #4 market; conversions and retention improved and paid acquisition became profitable.
This shipped together with other changes, so the result can't be credited to this alone.
In their words
Sub Club by RevenueCat · How to Maximize Revenue with Regional Pricing — Dmitry Gurski, Flo“And what happened, we reduced price significantly, really significantly. And it helped not just increase conversions and improve retentions”
“We got quite significant success in Brazil this year, and significant means that revenue was growing like hundreds of percent year-to-year, very significantly.”
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More from Flo
All 21 Flo tactics- Give your best-performing ad angle its own onboarding path that continues the ad's storyBecame a great revenue driver; no numbers given
- Add an onboarding question that tells users which stage they're in, never 'sorry, we couldn't tell'Lost ~10% twice; the evidence-based rewrite won 23%, confirmed by a blackout test
- Hold a weekly sync where marketing and product share every change they makeSource of experiment ideas like the ad-angle onboarding path; no numbers
- Re-check test wins 3, 6 and 12 months after rolloutFinds that not all reported conversion wins became business wins; no numbers
- Keep the core app free and offer paid extras when users' needs change40% of subscriptions start more than 6 months after install
- Remove a step that just won to check the win was realRemoving the 23%-winning step lost, confirming the uplift
More from this episode
- Flo Health: Set separate country prices for iPhone and Android usersAndroid's best price is ~15-20% below iPhone in US/UK; far bigger gap in Brazil
- Flo Health: Test many prices in each country; keep the one with the most revenue per userHalf-price variants sometimes won: 3x retention and much higher revenue per user
- Flo Health: Lower the local price so ads get enough sales to scale profitably in BrazilUnlocked profitable paid installs in Brazil; not possible at the higher price
- Flo Health: Give the full app free in 50+ countries where people can't pay20M+ free subscriptions given; no direct revenue or growth, but motivates staff and users