Ladder · B2C · strength training app
Ask goal questions up front, then pair each user with a matching coach
Converted a host who thought the app wasn't for him
Workedonboardingproduct-activation
What they did
Onboarding asks many questions about who you are and what you want from a workout app, then pairs you with a specific coach whose style fits; different coaches serve different jobs (e.g. host vs his wife). Coach pre-selects the week's workouts, which can be customized in seconds.
What happened
Host, a former Fitbod user who assumed Ladder wasn't for him, activated after the onboarding and coach match.
In their words
Sub Club by RevenueCat · Boost Conversion and Retention with Jobs to Be Done — Daphne Tideman, Growth Advisor“So what they do is they ask you all these different questions and then they pair you with a specific coach.”
Related topics
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New tactics from the week's founder interviews, each linked to where it was said.
More from Ladder
All 47 Ladder tactics- Offer non-converted trial users their first month for $5, then $29.99About half stay into month two at full price; consistent across cohorts
- Ask new visitors 15 fitness questions, then recommend three matching programsA million people have taken it in 18 months; fixed confused cold-traffic users
- Survey 500 users on price and talk to 100 non-payers, then cut $60 to $29.99Clearing price was ~$29 across cohorts; January 2022 became the best month yet
- Run a new coach's TikTok for them, using only videos already on their phone250K followers in 45 days, with million-view videos every week
- End TikToks with on-screen text like 'We start Monday, link in my profile'Founder says viewers follow explicit instructions; no numbers
- Send every TikTok ad click to a web quiz and track answers that mark ideal usersTargeting tightened within a week; payback in low single-digit months
More from this episode
- Run the same image with different job-focused text as Meta ads to pick your messageBig click-through differences between angles; winners then rolled into app messaging
- Ask dog owners in the park to try the app for a free yearFound many onboarding issues in one to two hours
- Pay for interviews with people using other solutions, hiding the right answer in a list
- Ladder: Let other users cheer you on live while you work outGetting cheered correlated with higher retention; exact numbers not recalled
- Cal AI: Pay creators to show the app in passing in day-in-the-life TikToksApp has been blowing up; no numbers
- Welltory: Pull in the user's health data and show insights during onboarding
- Add a $20/year tier using free Apple weather data next to the $40 plan
- Tallow and Ash: Boost a post apologizing for a product flaw and showing the fix
- Coopah: Run ads where a creator shows her stuck results, then the win with the app
- Headspace: Ask the user's main goal and show different content for each