Analysis: Optimizing the Bottom of the Funnel
With over 180k views and 106k accounts reached in the past 30 days (most in the last two weeks) our top-of-the-funnel (social media) seems to be working.
Our strategy on social is to essentially provide a similar value prop on our page as we do on the Upspace app: a discovery channel for health creators and health content.
Our audience is going to the App Store and 44% of those who viewed the page, downloaded the app. This is much higher than the average conversion of 33.7%.
These are good signs, but where we fall off is the conversion to paid users.
We have assumptions as to why these are low and have made corrections based on them.
Before today, when a user goes into the app and clicks on the activity it brings them to a summary page with the steps in the activity. If you are not a paid user, there is. a white button that says "subscribe." If you are a paid user, this button says "start."
The problem is that all new users are not paid users and don't even know that there is a video, the core component of the app, behind the paywall. If I were them, I wouldn't pay for the summary page alone, especially without a free trial.
On top of this, there is no action they took where they anticipate something and then the paywall pops up. So their full judgment is based on what they see on the activity page which was not optimized to sell and was not very exciting.
So we revamped this page.
Now, when a user hits play, the pop-up to subscribe will trigger. We will test this plus simply getting more touches to this page (8-touch rule) over the next few weeks to see if it helps with this conversion problem.
Overall, based on creator adoption, the momentum at the top of the funnel, and feedback from lifetime access users (200), we remain very confident in this product.
Check it out here.
Thank you,
Shaughnessy