How Peter Chau hit his annual goal in January
His team at MyFitnessPal achieved a 13% lift in subscriptions over control.
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.
The Challenge
Analysis
The DoWhatWorks research team analyzed our database of over 20,000 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 strong tendency to lose when tested in their industry. The team recommended an alternative approach to conveying value.
Analysis
Recommended Test
MyFitnessPal tested removing the strikethrough pricing and instead included the monthly cost to make it easier to see the savings between the monthly and annual options.
Recommended Test
The Impact
over control
over control