Headspace · meditation and mental health app
Show the yearly plan's per-month cost, with a cartoon character pointing at it
Helped shift sign-ups toward annual alongside the price change; no separate numbers
Workedpaywall
What they did
Upsell page highlighted that annual was the better price, broke it down into a monthly cost, and added a banner with an animated character ('Conversion Connie') pointing at the annual option.
What happened
Contributed to skewing purchases toward annual, together with the price change.
- Stage
- scale
This shipped together with other changes, so the result can't be credited to this alone.
In their words
Sub Club by RevenueCat · How Headspace Optimized Revenue by Gating Content — Shreya Oswal and Keya Patel, Headspace“So highlighting that annual was at a better price point, try to break that down into the monthly cost to show the benefits of that, and even have a little banner on it with an animated character that was kind of like pointing towards that to make it more attractive.”
Related topics
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- Ask why people joined, then remind them of it laterQuite effective at reinforcing the habit, consultant says; no numbers
- Bundle the news subscription with Headspace for readers overwhelmed by newsGuest cites business results but warns partnerships are very hard
- Email lapsed subscribers 40% off if they come back within 7 days
- Ask the user's main goal and show different content for each
- Add new uses, like sleep and exercise, so users don't outgrow the appConsultant calls it smart; no numbers
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- Headspace: Lock 90-99% of the free library, keeping 1-2 favorites free per categoryMuch higher free-to-paid conversion; far fewer complaints than feared
- Headspace: Lock the whole content library behind a free trial, for new and old usersHigh double-digit lift in paid subscribers; trial users engaged more than free users
- Headspace: Let anyone share a 30-60 second clip of any meditation with a friend
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- Headspace: Test 8 lower monthly prices to pull in less committed usersLost revenue: more people chose monthly without enough extra conversions; not rolled out
- Headspace: Label the yearly plan 'best value' instead of showing the dollars savedThe simple 'best value' label beat showing the dollar savings
- Headspace: Push the yearly plan hardest on the paywall, keeping monthly as an optionMore picked annual, but fewer paid after the trial; went back to equal plans
- Headspace: Add a free trial: 7 days on monthly, 14 days on yearlyDouble-digit conversion lift; rolled out end of 2019
- LinkedIn: Open free trials to everyone and let users pick their own planCalled a big win for revenue and for users picking the right plan; no numbers
- Headspace: Offer a student discount plan, then open it in the 7-10 countries asking mostSmall but positive revenue at first; international launch 'done really well'
- Headspace: Add a family plan so members keep each other using the appBest retention of any plan, monthly and annual; brought in new users and raised ARPU
- Headspace: Let new users pick several reasons they came, not just oneSignificant lift: fewer drop-offs at that question and more trial starts
- Headspace: Test a 10-15 screen onboarding against a 3-4 screen one straight to the upsellLong raised week-1 use but cut conversions; short converted but felt off-mission; settled in middle
- Headspace: Promise a prize for sticking with it the first month, with on-track reminders
- Headspace: Give referred friends a 30-day free trial instead of 14, with no cash rewardHigh trial redemption and good conversion from referred friends; no numbers
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