Zumba · dance fitness brand and app
Make onboarding longer: ask about goals and level, show value, recommend a program
Much higher paywall conversion than the short flow; no numbers given
Workedonboardingpaywall
What they did
Replaced a rush-to-paywall flow with a longer onboarding that asks about interests and fitness level, shows value interstitials, and recommends a program before the user sees the app. Answers seed the recommendation algorithm, whether onboarding starts on web or app.
What happened
Led to much higher conversion than without the longer onboarding; a surprise to the team since it added friction.
In their words
Sub Club by RevenueCat · Optimizing Funnels, Pricing, and Retention at Zumba — Nicole Page & Lucy Levy, Zumba“we saw that that onboarding experience actually led to a much higher conversion than without having the longer onboarding, and it also gave us the ability to personalize what they saw right when they got into the app.”
“That greatly increased our conversion, and I think it was a surprise to a lot of us that we introduced friction, but it really did help us.”
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More from this episode
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- Zumba: Let people pick a plan in the app, then pay on a bare web pageSign-ups fell 25% (35% at first) but lifetime value rose 17%
- Zumba: On the web checkout, show Apple Pay or Google Pay first when availableHelped conversion a little; no numbers given
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- Zumba: Give non-payers one free beginner class, then show the paywall when they stopHundreds of thousands of views; that paywall converts well, but no numbers
- Zumba: Push new users to finish 3 classes: default weekly goal of 3 and a counterUsers who reach 3 classes are much more likely to stay
- Zumba: After each class, celebrate, ask how hard it was, and suggest the next classMore people come back for their next class; no numbers given
- Zumba: Send workout reminders at the day and hour each user usually works out
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- Zumba: Drop the free trial on the monthly plan and cut it from $19.99 to $14.99Great results per the guest; annual mix rose from ~30% to ~60% (other changes too)
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- Zumba: Interview people who quit after one class, not just your biggest fansFound many churners leave for live classes; shaped the beginner focus
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- Zumba: Treat every launch as a test and check the numbers every morningGuests credit it for fast iteration; no numbers
- Zumba: Run one instructor training and continue only if 60+ people show upAbout 120 came, double the bar; became the core instructor business
- Zumba: Label the paywall button "Start Today"Won an A/B test of several button labels; no numbers
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