App Masters · Nov 28How to Build a UA strategy for High-LTV Subscribers
Paid ads convert to subscribers better than organic. A four-message test found 'feel healthier' won, 'improve shape' came second and 'feel leaner' was worst. A wrong-targeting problem dragged down user-to-subscriber rate until performance and product teams shared data. It refuses aggressive shame ads.
Tips
- Align performance marketing and product teams on funnel metrics▶ 9:128fit's user to subscriber rate dropped, partly due to wrong targeting, and aligning the whole team on the right metrics brought a big improvement.
- Judge ad messaging by full-funnel conversion, not just clicks▶ 7:58The messages that resonated lifted user to subscriber rate, engagement and trial engagement.
- Test feel-based health messaging against shape and weight loss messaging▶ 3:40'Feel healthier' beat all four variants and brought more engagement, though retention data was not in yet.
- Expect feel-better ad angles to burn out faster▶ 5:19
- Use organic conversion as a benchmark for ad messaging▶ 1:598fit's paid ads convert to subscription better than organic.
- Split organic into referrals and social followers for cleaner comparison▶ 2:44
- Do not run aggressive shaming ads that clash with your brand▶ 6:59
- Check targeting before blaming a test when your subscriber rate drops▶ 8:54The control performed worse than before after the test was rolled back, which exposed the targeting problem.
- Offer plan choice only after testing what it costs the business▶ 11:13A friend's design app doubled conversions after offering only a yearly plan.
