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
Get tactics like this every Monday
New tactics from the week's founder interviews, each linked to where it was said.
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