How to Increase Weight Loss App Subscriber LTV

Here's the truth.

Your weight loss app subscribers don't churn within 1-2 months because you lack the perfect flow for activation, monetization, and retention.

They churn because they lose motivation.

Let me explain:

It's 12:01 am on 1st January.

There's fireworks going off in the distance… Laughter all around…

And Sandra, filled with motivation, has just set her new year's resolution, "This is the year. I'm going to do it. I'm going to get back to my high school weight!"

Week 1: She follows her plan of eating healthier and working out.

Week 2: She gets busy at work and skips a few workouts.

Week 3: She's barely following her plan anymore.

Week 4: She quietly gives up.

What happened there?

She had a surge of temporary motivation which she lost after a few weeks. So she cancelled her subscription. And there's no app feature your team can code that will fully solve this. That's why your LTV has plateaued.

What shouldn't you do to fix this?

Don't use shady and uncompliant design patterns to reduce cancellations.

This is a risky, band-aid solution. The recent FTC lawsuit against your competitor has proven this to be true.

Don't just sell a more expensive subscription.

It doesn't address the motivation problem. Users will just cancel at a higher rate.

What should you do to fix this?

Charge upfront.

And no, I don't mean having a discounted 3-month plan labelled "MOST POPULAR."

Because getting 10% of your users to pay $30 to $60 upfront doesn't significantly increase your LTV and allow you to outspend your competitors.

Instead, I mean getting 2-3% of your users to pay $2,500 upfront.

You may think this is impossible. And you're right, if you're only selling an app. But if you effectively upsell users into a $2,500, three month, 1-on-1 weight loss coaching program, it's possible.

And because their coach makes sure they don't lose motivation, the upfront commitment doesn't cause buyers remorse like with a pre-paid subscription.

This isn't just theory. We've upsold $325M of 1-on-1 weight loss coaching since 2019.

How can you introduce this weight loss coaching upsell?

Firstly, change nothing about how you acquire new users.

Secondly, build a post-purchase sales funnel that gets users on a consultation call.

Thirdly, hire, train, and manage a backend sales team that upsells users into a $2,500 1-on-1 weight loss coaching program.

Finally, hire, train, and manage a coaching team that delivers the coaching program.

This sounds like an amazing idea; users pay way more, faster, and get better results.

There's just one problem though: You're a marketing and software company. Not a sales and service company.

You've never run a 100-500 person sales force and 50-300 person coaching team.

And doing so probably sounds harder than sprinting to the top of Mount Everest.

Ok for real this time. How can you introduce this upsell?

Partner with us.

We can run your entire coaching operation, including the funnels, sales team, and coaching team, on a done-for-you and pay-on-results basis.

If you run a weight loss app company too, we can help you do something similar.

Send an email to our Head of Partnerships, Hector: hector.johnsson@1callclosers.com

He can answer any questions you may have about the upsell and set up a call for us to speak.

Get after it!

Richard