Lennart Schneider is Founder of Subscribe Now, helping decision-makers in the subscription economy attract subscribers and keep them happy. This article summarises his conversation with Marketing Director at Freeletics about how they keep users motivated through the funnel.
Key takeaways to copy & share
> Freeletics asks why, then asks it again. A user wants a six-pack, because they are ashamed at the pool, because they fear looking undisciplined. The third answer is what marketing should address > Just as useful is asking why not. Finding that people lacked space or had neighbours who complained produced small-space and quiet workouts, and both constraints are now asked about during onboarding > The streak resets unless you train 17 minutes a day. Some users email support when a time zone breaks it, which tells you more about the mechanic than any engagement chart > The onboarding questionnaire does two jobs at once: it decides which benefits to show to convert free users, and it starts personalisation. The first plan meets 85% of a user's needs > Freeletics began as three students emailing PDF training plans. The real signal was not sign-ups but what happened when they stopped: readers offered their payment details to get it back
17 minutes a day: Most subscription companies can only dream of such engagement. In my “Subscribe Now” podcast episode, I spoke to Ellie Hughes, Marketing Director at Freeletics, where she told me how they keep users motivated throughout the entire subscription journey.
And I guarantee that you can learn something from this, even if you sell news or software instead of fitness.
I summarized my 7 biggest learnings for you in today’s deep dive.
