Lose It! · B2C · weight loss app
Raise the price only for new users; keep current subscribers on their old price
Avoided an untestable churn risk; no numbers on the effect
Unknownpricingretention
What they did
Did not raise prices on existing subscriptions: Apple's existing-subscriber price increase flow (notification, then opt in via the App Store) felt confusing, was impossible to A/B test, and the attrition rate was unknown (could be 25% or 75%). Also a long habit of grandfathering loyal users on policy changes, e.g. when the barcode scanner moved from behind the paywall, only new users got the change.
What happened
Chosen to avoid risk; guest floats a future intervention when grandfathered users turn off renewal.
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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!: Keep the free version good enough to reach the goal without payingRetention very stable after doubling the price, per guest
- Lose It!: Add ads to the free app, one-off purchases, and affiliate partner deals