Flo · B2C · period and ovulation tracker
Hold a weekly sync where marketing and product share every change they make
Source of experiment ideas like the ad-angle onboarding path; no numbers
Unknownteam-processexperimentation
What they did
Weekly syncs between Flo's marketing and product teams. Practice: every change product introduces and every change marketing makes to ad campaigns is shared, even if it seems not to matter, because you never know which insight the other team will value. Mike frames it as the fix for the usual tension (marketing says the funnel doesn't convert, product says marketing brings the wrong audience).
What happened
Mike credits marketing insights for many of Flo's good experiments; no direct result for the syncs.
- Stage
- scale
In their words
Sub Club by RevenueCat · What 80M users taught Flo about A/B testing — Mike Charniatsou“the thing that we do at Flo is, you know, we have weekly syncs. We keep exchanging everything that we do even if we think it does not matter, because you never know what matters.”
“every change that we introduce, every change that the marketing team introduces to the ad campaigns, we just share the info”
Related topics
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- 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
- 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
- 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
- Give the core app away free, then sell add-on modules as users' needs change60M+ monthly users; thesis behind a $200M raise at a $1B+ valuation
- Pitch the app as #1 in women's health instead of competing in all of healthBecame the first women's health unicorn: $200M+ raised at a $1B+ valuation
More from this episode
- Flo: Give your best-performing ad angle its own onboarding path that continues the ad's storyBecame a great revenue driver; no numbers given
- Flo: Re-check test wins 3, 6 and 12 months after rolloutFinds that not all reported conversion wins became business wins; no numbers
- Flo: Keep the core app free and offer paid extras when users' needs change40% of subscriptions start more than 6 months after install
- Flo: Judge free-trial tests on an early event that predicts who will payLets the team make early calls; no numbers given
- Flo: 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
- Flo: Remove a step that just won to check the win was realRemoving the 23%-winning step lost, confirming the uplift
- Flo: Copy another app's winning paywall pixel for pixelDidn't work, despite a 10% uplift reported by the other teams
- Flo: Promise a reminder before the free trial ends on your paywallDidn't work at either of two apps
- Flo: Add a free-trial on/off switch to your paywallWorked for other teams, apparently not here; barely described
- Flo: Introduce your most popular feature during onboardingHurt conversion; biggest fail of the year
- BoldVoice: Remove the X button to make your paywall hardConversion looked great, but refunds spiked and it drained revenue
- Loóna: Sell through a web onboarding funnel instead of only the app storesPart of growth to almost $6M ARR; infrastructure proved costly