2 Strategies Zumba Uses to Get New Members Started
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New users do not know how much they need to use a product before it pays off. Zumba found people who reach three classes are much more likely to stay (Zumba).
Untested so far: a reasoned bet.
- 2 entries · untested
From Zumba
Overview
Find how much use goes with people staying, then show it to them: a counter on the home screen, a default goal set to that number in onboarding, and reminders until they reach it. Zumba does this for three classes.
Fits when
- Products with a countable unit of use: classes, workouts, lessons, projects
- Teams with enough usage data to see where retention changes
- Onboarding that already asks people to set a goal
Evidence & sources 2 entries
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Good to knowFit and evidence notes
- Fit to consider
- With no users yet there is no threshold to find; a borrowed number is a guess
- About the evidence
- The threshold comes from comparing users who reached three classes with users who did not; that shows who stays, not that steering people to three causes it.
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