Improving conversion rate from freemiun to Premium Balance+

Balance App is a personalized menopause support app that helps users track symptoms, access expert content, and manage their hormonal health with confidence.


Balance aimed to drive subscription growth by converting engaged free users into paying customers.

Role

Sr. Product Designer

Team

Product Manager, Engineering Lead , Back-end, Front-end

Platform

iOS/ Android

Improving conversion rate from freemiun to Premium Balance+

Balance App is a personalized menopause support app that helps users track symptoms, access expert content, and manage their hormonal health with confidence.


Balance aimed to drive subscription growth by converting engaged free users into paying customers.

Role

Sr. Product Designer

Team

Product Manager, Engineering Lead , Back-end, Front-end

Platform

iOS/ Android

We launched a in-app survey to ask users what's preventing them from exploring Balance+. We didn’t communicate enough about the Premium subscription to our users, so they could not explore it properly.

If users see a high-value content preview early,

they'll better understand the value

and feel more confident to upgrade.

The idea was simple: if users see a high-value, relatable content preview early, they’ll better understand what they’re missing out on.


We also identified an opportunity to enhance the paywall experience and to validate our approach, we conducted an A/B test.

Results

Our redesign efforts led to an increase in conversions from freemium to premium accounts.

Additionally, we achieved a 22% boost in overall user engagement, highlighting the impact of our improvements on both revenue and user retention.

12%

increase in conversion from freemium to premium

22%

boost in engagement rate

Other works

Frolo App

Dating for single parents

Year

Frolo App

Dating for single parents

Year

Frolo App

Dating for single parents

Year

Buki

Learning Platform

Year

Buki

Learning Platform

Year

Buki

Learning Platform

Year