A plant care app · B2C · Phiture client
Plan a message for each free-trial day, aimed at getting users to try premium
Unknownonboardingnotifications
What they did
For a 7-day trial, scope out seven days' worth of communications, and give the trial onboarding an explicit goal: by trial end, users have completed specific premium conversion events, showing they've understood the value of premium. Being applied at a plant health app.
- Stage
- Scale (scaling)
In their words
Sub Club by RevenueCat · How to Boost Retention with Subscription Lifecycle Messaging — Alice Muir, Phiture“say, for example, it was a seven-day free trial, that we would scope out seven days' worth of comms or at least a strategy for those seven days.”
“for the free trial, we want to make sure that users have actually had a chance to try the premium experience as part of that free trial goal.”
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
- Right after someone subscribes, show a message linking straight to their first premium reportFixed a wave of instant cancellations, consultant says; no numbers
- 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
- MyFitnessPal: Show lapsed subscribers pop-ups that point to features they've never used
- Headspace: Email lapsed subscribers 40% off if they come back within 7 days