How You Can Use Wishroute to Increase Free Trial Conversion Rate 20%

Kait Taylor

In the wellness space, there’s no limit on the amount of apps available to help consumers make the lifestyle change they want - apps for walking, meditating, learning a language, tracking calories, and more. 

But even with ready-to-go tools, helpful content and live sessions in their pocket, users still struggle to stick with the new habit, often deciding to cancel their subscription. Sound familiar? 

The user’s loss is the company’s too: consumer-facing companies spend a significant amount on ads to attract sign-ups for their app’s or product's free trial, only to lose 40-60% of customers during the trial period. The biggest challenge isn’t acquiring sign-ups, it’s converting free-trial users to paying customers. 

When users find success from the start in navigating a product or platform, continue to feel motivated, and make real habit changes, the company succeeds too. So what’s the missing key element that users need to achieve their goals? Human support.

Real people can listen, reason and empathize. They provide real accountability, checking in on your customers’ goals and having 2-way conversations to talk through challenges. That's where Wishroute's unique human-powered platform comes in:

We use strategic text messaging (essentially coaching) designed specifically to help companies nudge customers along their desired path, resulting in higher engagement, retention and revenue. We cut through the noise and get your customers’ attention right from sign up, helping them stay on track and increase the likelihood they stick with using your product.

Bringing Wishroute Onboard 

We’ve successfully demonstrated that providing a human connection between a company and its customers drives engagement, because users that feel cared for and supported are more likely to bond with a product or brand. In one case study with a meditation app, the addition of Wishroute’s personal human coaching via text increased free-to-paid conversion rates by 20%.

This meditation app company teamed up with Wishroute after struggling to engage its new users. Similar to the experiences of other wellness apps, the company saw new user engagement drop more than 50% in just the first two days of a 7-day free trial. They were losing their investment on the Facebook and Google ads they’d bought to attract customers, only to have users download the app, opt-in to a free trial, and never return.

Adding Wishroute’s support to the 7-day free trial allowed for app users to benefit from 2-way conversations about their personal goals and challenges with our Wishroute Guides™ (appearing as representatives of the company’s team):

  • To start, we proactively texted customers when they downloaded the app and answered any questions they had about the product
  • Throughout the 7-day trial, we texted users to suggest meditations that aligned with their intentions
  • We helped users stay accountable to their intention with a text each night to "check in" on how it went following through with their daily meditation practice. If users were struggling with implementing their new habit, our guides were there ready to provide coaching support

The reactions were amazing!

The results not only included heartwarming responses from users, but also hard data to demonstrate the effectiveness of our support: of the customers who went through our full SMS experience, 30% engaged in text message conversations with our team. Customers on average texted back 3.7 times during the week, and many more engaged in the app by clicking through the links we texted them.

The increase in engagement led to a 20% bump in the free trial conversion rate, creating over $1 million in potential new revenue. 

In addition to a successful 140% return on investment, the meditation app also gained:

  • Referrals: Multiple customers wrote back how they had told all of their friends and family to download the app. 
  • Glowing app reviews from happy users, increasing the likelihood of new downloads.
  • Lifetime loyalty from customers who were moved by the personal support they received, some of them in a real time of need - it was not uncommon for users to say they downloaded the meditation app as a way to cope with trauma, injury/illness and loss they were experiencing in their lives.

The bottom line? If you blow users away with delightful, personal experiences, they’ll return the favor.

“I am enjoying every minute of the day with this amazing app. I even boasted about it a couple times to people!”

“Thanks for reaching out and you do not know how uplifting it is to see a text asking about my day” 

This meditation app’s success is just one example of Wishroute’s positive impact on a company’s revenue and overall user experience. It’s our mission to complement YOUR app’s amazing content and features. By highlighting all that your company has to offer and helping your customers make the most of those resources, they’ll also find success with THEIR goals. Through exceptional support, we get your customers to adopt your product, help them maintain their motivation, and create long-lasting habits around your product that actually stick - resulting in higher engagement, retention and revenue for you 😉

Want to learn more about how Wishroute can help personalize your company's text message strategy to increase your free trial conversion rate? Text “Wishroute” to (617) 553-6631 or say hello here!

Continue reading...