Zumba · dance fitness brand and app
Push new users to finish 3 classes: default weekly goal of 3 and a counter
Users who reach 3 classes are much more likely to stay
Unknownretentiononboardingnotifications
What they did
Found three completed classes is the aha moment. In onboarding users set a weekly class goal, defaulted to 3, with copy saying three classes a week helps you see progress. Home screen has a class counter toward three; early emails and pushes focus on getting to three.
What happened
The 3-class milestone correlates with long-term use; the effect of the nudges themselves was not reported.
In their words
Sub Club by RevenueCat · Optimizing Funnels, Pricing, and Retention at Zumba — Nicole Page & Lucy Levy, Zumba“We have a class counter on the home page encouraging them to get to three. In the onboarding, we actually have them set a goal for how many classes they want to commit to for each week. We default that goal to three”
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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
- Zumba: Make onboarding longer: ask about goals and level, show value, recommend a programMuch higher paywall conversion than the short flow; no numbers given
- Zumba: Show the paywall right after onboarding, before people see the appHelped overall conversion; no numbers given
- 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: 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
- Zumba: Add chat threads where users talk about classes and their health journeyUsers didn't engage; feature turned off
- 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)
- Zumba: Give only a 7-day free trial on the annual plan, priced at $99Trial-to-paid rose from the 30s to ~56%; no drop in trial starts
- Zumba: Interview people who quit after one class, not just your biggest fansFound many churners leave for live classes; shaped the beginner focus
- Zumba: Build the app for shy beginners with easy, high-quality classes70-75% of new users say they're beginners; credited as a big retention shift
- 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
- Dipsea: Test sending paywall taps to a web checkout pageRealized LTV down 6% at first; fewer web subscribers turned off auto-renew