A leading app developer is producing workouts on-demand for subscribers to consume at home (or anywhere) at any time they desire. Prior to Covid-19, the app had seen consistent 10% growth, month over month, but in April/May, they tripled their subscriber base as gyms and studios had closed worldwide.
Since this jump in subscribers, things have normalized again and the growth has stabilized. Hoping to gain as many subscribers as possible before consumers return to their brick-and-mortar fitness options, and the fact that their offers were stale, they wanted to incentivize growth using Promotion Vault.
Their most successful campaign for acquisition was to offer “free trials” and then discounts for the actual membership. They averaged a 57% trial-to-purchase closing %. Upon changing the incentive from a discount to a $25 e-gift card, their closing/conversion % increased to 73% - Of those who signed up, 67% of them activated their reward.
The following month, they began incentivizing acquisition for the ‘free trial’ by offering a $10 e-gift card if they signed up for the trial and completed three workouts. This resulted in their having a 45% increase in free trials - 53% completed the three workouts and qualified for the e-gift card and 44% activated their reward.
Overall, the company saw a 186% increase in overall revenue (156% increase when factoring in the cost of the reward).