CLASSPASS

Who would pay for something without knowing what they’re paying for? 

For a company with much of its traffic on mobile, the app wasn’t performing as well as we had expected, particularly among first-time visitors. Upon auditing the app experience, I discovered various areas of friction, but more importantly, customers were required to purchase a plan before even entering the app or browsing our network of studios.

Properly introducing ourself to the customer

I removed the paywall enabling visitors to explore the core features of the app and our studio partners. A free trial offer was integrated into the first-time booking experience such that it felt natural and unobtrusive. After rethinking user flows and revamping in-app checkout, we pushed an update to the app store. Post-launch, the app quickly became and remains one of ClassPass's highest converting channels.