Ladder · B2C · strength training app
Send every TikTok ad click to a web quiz and track answers that mark ideal users
Targeting tightened within a week; payback in low single-digit months
Workedpaid-socialweb-to-appanalytics-attribution
What they did
Every TikTok ad click goes to the 15-question web quiz rather than the App Store. Pixels fire on every question and answer combination, and answers that indicate a 'white-hot' user (already working out, not casual beginners, the most expensive and worst-converting lead) are used as TikTok conversion events, so the algorithm learns from early on-web signals instead of in-app events it can't see. Answers flow into Amplitude and a Google Sheet, which the founder read daily while iterating. Knows the cost per answer that is 'in the money' and what it means downstream.
What happened
Within about a week the incoming profile tightened; still in use; payback in low single-digit months while budgets scaled 5-8x.
- Stage
- growth
In their words
Sub Club by RevenueCat · How Ladder Cracked TikTok and Grew 500% — Greg Stewart, Ladder“But for us, what was really impactful was using the answers on the quiz as conversion events for TikTok.”
“And the most expensive lead to acquire is casual fitness, and everybody in the world is advertising to that person.”
“We've been able to use the quiz, because now I have a pixel on every question, every combination of question, that I can see the cost metrics in Ads Manager.”
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 46 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
- Run a big yearly user survey and use AI to read the answers7,500+ responses in a year; led directly to the nutrition feature
- Let users log reps and weights, then suggest next weights and show their progress70-75% of users now log every workout; guest sees it correlate with retention
- Have coaches tell users to log their weights mid-workout, not in a help pageJournal use climbed to 70-75% of workouts; guest calls it 10x more effective than FAQs
- Offer a 7-day free trial without asking for a credit cardUsers who finish one or two workouts convert at a very high rate
- Nudge members to cheer on others so new trial users get lots of cheersCheers received correlated with workout completions and long-term retention
More from this episode
- Ladder: Split every dollar 50/50 with fitness coaches who have 10K-100K loyal followersTook the app to $1M ARR; each coach's signups faded after the first weeks
- Ladder: Give each coach a tracked link-in-bio page that sends fans straight into their programStill the setup for all coaches; lets Ladder track every coach's signups
- Ladder: Ask new visitors 15 fitness questions, then recommend three matching programsA million people have taken it in 18 months; fixed confused cold-traffic users
- Ladder: Check what quiz takers ask for, then recruit a coach for the missing styleNew bodybuilding programs became some of the fastest-growing on the app
- Ladder: Stock $50K of scarce kettlebells and sell them only to people who start a trialGave coaches a timely hook during COVID; no conversion numbers
- Ladder: Let people start the free trial without entering a card
- Ladder: Spend seed money on Facebook ads through an agency right after raisingFailed; unit economics never worked and spend paused after 3 months
- Ladder: 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
- Ladder: Go back to everyone who said no, with the new lower price, in JanuaryJanuary 2022 was the best growth month to date
- Ladder: Only test growth channels you have a real reason to win, and run them in-houseKilled SEO as too slow; found TikTok as the engine
- Ladder: Try TikTok early with one coach's account before putting money inEngagement was high and link-in-bio trials came once past 1,000 followers
- Ladder: Publish AI-written exercise how-to pages that feature your app's videos3 pages hit Google page one in 60 days, but too slow; shelved
- Ladder: 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
- Ladder: End TikToks with on-screen text like 'We start Monday, link in my profile'Founder says viewers follow explicit instructions; no numbers
- Ladder: Link all coach accounts to your ad account and turn their best posts into ads fastSpark ads were 'explosive' almost immediately; no numbers given
- Ladder: Crack organic TikTok first, then start paid with a small budgetTrials and paid members came far faster than on Facebook
- Ladder: Check that untracked App Store installs rise with quiz signups, then steer by the quiz3 untracked installs per quiz taker, moving in lockstep; held through 5-8x budget
- Ladder: Double or triple TikTok budgets in a day and adjust several times dailyThe moves worked despite rep advice; founder calls it make-or-break
- Ladder: Judge ad spend by how fast you earn it back, not by lifetime valuePayback in low single-digit months, improving as spend grew
- Ladder: Sell monthly only until retention is clear, then show an annual option side by sideAnnual went from ~0% to 20% of new paying members
- Ladder: Price the annual plan at $14.99 a month ($179), half the monthly priceAnnual take rate rose from 20% to ~30% of new paying members
- Ladder: Put users in coach-led team chats and get them chatting earlyTop retention on RevenueCat benchmarks; team chats are 'wildly popular'
- Ladder: Run six 6-week themed seasons a year, with a badge for 20 workoutsGives six urgent start moments a year for marketing; no numbers
- Ladder: Read all 16,000 App Store reviews and write ads in customers' own wordsFounder says no one understands this customer better; no numbers