An investment advice app · B2C · Phiture client
Right after someone subscribes, show a message linking straight to their first premium report
Fixed a wave of instant cancellations, consultant says; no numbers
Workedonboardingretention
What they did
A finance app selling premium specialized reports saw people convert and cancel straight away. User feedback showed subscribers didn't know where to find the promised reports. Fix: a simple in-app message on becoming premium ('Hi, and welcome to the premium experience. Here's where you go and check out your first report') that deep-links to the reports. General rule: build a separate onboarding for premium users focused on the paid-only features.
What happened
Addressed the cause of high immediate cancellations; described as an easy fix.
- Stage
- Scale (scaling)
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
- 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
- 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