MyFitnessPal · B2C · calorie tracking app
Show lapsed subscribers pop-ups that point to features they've never used
Unknownretentionupsell-expansion
What they did
The host, a lapsed MyFitnessPal subscriber still using the free tier, receives full-screen or quarter-screen interstitials that lead to a paywall or promote an unvisited feature ('Did you know, having an accountability partner...') with a call to action into that part of the app.
- Stage
- Scale (scaling)
In their words
Sub Club by RevenueCat · How to Boost Retention with Subscription Lifecycle Messaging — Alice Muir, Phiture“I've been getting these like full-screen interstitials that like either lead to a paywall, and then I thought it was really interesting the other day, one came up that was just like a, "Did you know, having an accountability partner, yada yada yada,"”
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More from MyFitnessPal
All 5 MyFitnessPal tacticsMore from this episode
- Right after someone subscribes, show a message linking straight to their first premium reportFixed a wave of instant cancellations, consultant says; no numbers
- Plan a message for each free-trial day, aimed at getting users to try premium
- Headspace: Email free users a small discount, then raise it every few days until they upgradeSaw some good results, consultant says; no numbers
- Phiture: Test paywalls by building them as full-screen in-app messagesWorks, and banners converted surprisingly well; messages sometimes fail to load
- Build one paywall message that shows each user the price for their regionPretty good success, consultant says; results can't be split by region
- Keakr: Find which features buyers used first, then nudge similar users toward themAdvanced-editing users were more likely to subscribe; no numbers
- Survey users who start opening the app less often than normal to learn whyFound many drifting users were pregnant; advised content to keep them
- Headspace: Ask why people joined, then remind them of it laterQuite effective at reinforcing the habit, consultant says; no numbers
- VSCO: Remind people who cancel which features they'll lose, e.g. '7 days left of this filter'Called one of the coolest campaigns seen; no numbers
- When users screenshot a premium creation, offer the high-resolution download with premiumWorked nicely for both new and lapsed users, consultant says
- Show lapsing members photos they made in the past to celebrate their membership
- Headspace: Add new uses, like sleep and exercise, so users don't outgrow the appConsultant calls it smart; no numbers
- MyFitnessPal: After each day's log, show where the user will be in 5 weeks if every day is like todayGuest, a 3-year user, credits it for a brilliant retention strategy; no numbers
- Headspace: Email lapsed subscribers 40% off if they come back within 7 days