Key Takeaway
By placing banners and exit-intent pop-ups at key points in the user journey, we increased DoYogaWithMe's subscription conversion rate by 173% and average revenue per user by 326%. This tactic was designed to increase premium subscriptions and drive a shift to annual plans.
Client Overview
DoYogaWithMe is an online platform offering both free and premium yoga videos for users seeking guided practice. With a focus on accessibility and community, it offers high-quality guided sessions for all levels.
Opportunity Background
DoYogaWithMe operates on a freemium model, offering free content alongside premium subscriptions. To maximize revenue, the company aimed to increase conversions from free to paid users and, ideally, encourage monthly users to upgrade to annual plans, thereby increasing customer lifetime value (CLTV). Most conversions occurred on monthly plans, so the challenge was shifting user preference to annual subscriptions for more stable, long-term revenue.
Solution
Our user behavior analysis showed many users overlooked premium options or found the upgrade process unclear. To address this, we implemented a set of conversion elements designed to capture attention and drive subscriptions at key decision points.
- Top banner on content pages:We placed an "Upgrade to Premium for Unlimited Access" banner on high-traffic pages, including the account page, listing pages (yoga classes, meditation, challenges, programs), and all video content pages.
This collapsible banner drove users to a dedicated Premium Plans landing page. Logged-in users saw two customized plan options.
- Content banner on premium and free videos:We replaced the existing banner with a redesigned "Unlock Premium Content" banner on both free and premium videos to encourage upgrades directly on the video pages. This banner directed users to a premium plans page, with different experiences for logged in and unlogged users (logged-in users were presented with a simplified two-plan page with premium benefits).
- Exit-intent pop-up for logged-in free users:We introduced an exit-intent popup for logged-in users without a paid plan. This popup appeared on the account and listing pages, as well as the video content pages, and included a "Subscribe and Save 45% Now!" prompt. The popup was triggered on the desktop by cursor movement or a 60-second delay without video engagement and on mobile by scrolling or a similar delay. Clicking on the prompt took the user to checkout with a pre-selected annual plan. When possible, a discount code was automatically applied; otherwise, users could enter it manually.
Results
Our approach delivered statistically significant, measurable results for DoYogaWithMe, including:
Additionally, the annual subscription rate rose significantly, from 41.67% to 73.46%. The exit-intent pop-up alone accounted for over half of the new subscriptions during the testing period.