Lay down the foundations of in-app conversion for Withings+
Context
In 2023, Withings officially launched Withings+, a premium subscription offering access to the app's premium features. Withings+ provides an additional layer to health data interpretation, along with coaching and guidance featuring recommendations and programs to improve health metrics.
Since Withings had never offered such a service before, communication about the offer was initially tentative and only made available to purchasers of the new scales on the Withings.com website.
In 2023, I was assigned the "Convert" Squad, tasked with beginning to implement an acquisition strategy for our services within the app.
Objectives
Convert
Testing the value proposition:
The first step was to establish a medium and short-term strategy to begin collecting data on the application's ability to convert free users to Withings+ subscription.
Initially, we took the initiative with the CRM team to build a conversion email sent to cohorts of Withings users who had purchased the new scales but had not taken or activated the Withings+ trial.
Two versions of this conversion email were sent to two different cohorts in order to test the highlighting of two main value propositions:
The Health Improvement Score (Metric and Visual Value)
The Programs, particularly the fitness program (Emotional Value)
Integration strategy of paywalls in the application:
Next, we needed to define how to add the various paywalls and purchase flows to an already complex application, which requires a relatively heavy onboarding process for new users (Sign-up + Installation of the connected device + General application onboarding).
From this work emerged a medium/long-term strategy to implement the paywall gradually and briefly throughout the onboarding process, delaying its display until later to avoid blocking and frustrating the user during their user journey.
We also thought of multiple trigger/entry points for the paywall to test different proposition value (Programs, Health improvement score, Health insights) to determine which features converts the most.
Results
