Lose It! · B2C · weight loss app
Keep the free version good enough to reach the goal without paying
Retention very stable after doubling the price, per guest
Workedretentionpricing
What they did
Free product has always been a full freemium experience (free-only 2008-2012); users can do everything needed to lose weight for free, and the team keeps investing in it. Premium is 'just that much better' for more motivated users.
What happened
Retention 'very stable' despite fewer new premium users at the higher price.
This shipped together with other changes, so the result can't be credited to this alone.
In their words
Sub Club by RevenueCat · The Hidden Cost of Underpricing Your Subscription – Patrick Rills, Lose It!“Yeah, I'd say our our retention is very stable. And I think that's because, even though we are getting less new premium users because of the higher price, our free product is amazing.”
Related topics
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More from Lose It!
All 24 Lose It! tactics- Show sale offers as in-app messages instead of sending email blasts10x more money for the same offer
- Ask more questions in onboarding, even ones you don't use, to lift trial startsTrial starts up double digits; free-user retention also improved
- Let people set up premium features in onboarding, then show what they'd loseUsers who opt into the calorie-cycling feature convert more; no exact numbers
- Give users a $10 gift card when a friend they refer upgrades to premiumRoughly broke even but didn't scale; exposed users had lower LTV; killed after a year
- Offer a deep premium discount to users on a 30-day logging streakA/B test win; big efficiency gain on a small group
- Show upgrade messages after people finish logging, never in the middleMid-task messages caused drop-off and fewer upgrades; after-task messages did better
More from this episode
- Lose It!: Retest higher prices you once rejected; double the yearly price if it breaks evenTest broke even for the first time; rollout matched tests and gives room for paid ads
- Lose It!: Build in-app sales timed to each user's journey, with deeper discounts off a higher priceHigher base allows 25-75% discounts to more users; no conversion numbers
- Lose It!: Raise the price only for new users; keep current subscribers on their old priceAvoided an untestable churn risk; no numbers on the effect
- Lose It!: Add ads to the free app, one-off purchases, and affiliate partner deals