For competitive reasons, our customers prefer to keep their wins private. However, MyFitnessPal agreed to let us share this case study about our strategic engagement with them (including the test and the win).
The challenge
MyFitnessPal is a top health and fitness app that enables people to track their diet and lifestyle to hit personal fitness goals.
They wanted to increase the conversion rate to premium plans and to increase adoption of annual plans.
Analysis
The DoWhatWorks research team analyzed our database of over 33,000 experiments to determine what might work for MyFitnessPal.
The team analyzed all components of the upsell experience including how promotional messaging was used to motivate adoption of annual plans.
The analysis revealed that the approach taken on the live experience, using strikethrough pricing, had a strong tendency to lose when tested in their industry. The team recommended an alternative approach to conveying value.
Recommended test
Based on test data, DoWhatWorks recommended that MyFitnessPal test removing the strikethrough pricing and instead include the monthly cost to make it easier to see the savings between the monthly and annual options.
The impact
Big wins in January are a big deal to a company like MyFitnessPal. For companies in the fitness space, New Year’s resolution season is their most important time of year (like the holidays are to retailers).
So a big win like this in January carries immediate impact and sets the new baseline for the rest of the year.
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