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.
Related topics
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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