Sub Club by RevenueCat
How to Use Segmentation to Maximize LTV — Greg Stewart, Ladder
Mar 9, 2025
In this insightful discussion, Greg Stewart, CEO of Ladder, a leading fitness app, delves into the art of segmentation for maximizing long-term value. He outlines how early user segmentation through quizzes leads to better engagement. Instead of pushing for immediate sign-ups, he advocates focusing on trial workout completion to enhance conversion. Additionally, Greg emphasizes tailoring pricing offers to user engagement, suggesting that active users should be nudged towards annual plans, while inactive ones benefit from lower entry barriers.
17:47
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Quick takeaways
- Segmenting users based on fitness profiles and tailoring onboarding processes significantly boosts engagement and long-term retention.
- Prioritizing user success through a frictionless trial experience increases workout completion rates and drives sustainable subscription growth.
Deep dives
Optimizing for User Success
Focusing on user success is more effective for driving revenue than traditional conversion tactics. By prioritizing retention and ensuring users engage with workouts, Ladder has established a consumer-oriented, retention-minded approach. The concept of retention is tied directly to user activity, as users who complete workouts are more likely to remain engaged. This emphasis on workout completion allows the team to create a tangible metric that helps guide decision-making rather than relying solely on Lifetime Value (LTV), which can be too abstract for daily operations.
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