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Convert freemium to paid users by blurring out product features

MyFitnessPal MyFitnessPal purchase

Overview

MyFitnessPla blures out premium features to drive users to upgrade from a freemium to a paid account.
a screenshot of the purchase flow explaining how to Convert freemium to paid users by blurring out product features

Business Outcome

Drive Paid Subscriptions

Drive incremental revenue by encouraging more users to upgrade to the premium tier.

Behavioral Outcome

Motivated Action

Encountering blurred premium features may trigger a sense of loss or deprivation in users who desire access to the full set of features. This can motivate them to take action, such as upgrading to a premium subscription, to regain access and alleviate the perceived loss.

The Behavioral Science

Loss Aversion

By employing loss aversion, MyFitnessPal taps into users' psychological inclination to avoid losses and encourages them to upgrade to a premium subscription to regain access to the blurred features.

This strategy leverages the fear of missing out (FOMO) and the desire to avoid perceived losses to drive user engagement and increase conversions to the premium subscription tier.

How It Works

MyFitnessPal leverages loss aversion by blurring out premium features, creating a sense of loss or deprivation for users who do not have access to those features. Users may perceive the blurred features as something they are missing out on, which can motivate them to take action to avoid losing access to those features.

How It Might Backfire

Negative User Experience

Users may perceive the blurred-out premium features as obstructive or annoying, leading to a negative user experience. The frustration caused by the inability to access certain features could result in decreased user satisfaction and engagement with the app.

Perception of Manipulation

Some users may perceive the tactic as manipulative or deceptive, particularly if they feel coerced or pressured into upgrading to a premium subscription to access the blurred features. This perception can damage trust and credibility, leading to user backlash and negative word-of-mouth.

How To Test

Create Test Groups

Divide the user base into different test groups to compare the effectiveness of the loss aversion tactic. For example, one group will encounter blurred-out premium features, while the other group will not. Determine the key performance indicators (KPIs) that will be used to measure the success of the tactic.

This may include metrics such as conversion rate, user engagement metrics (e.g., time spent in the app, frequency of app usage), premium subscription retention rate, and user satisfaction scores.

Frequently Asked Questions

To enhance a product-led growth (PLG) model using MyFitnessPal's purchase tactic, implement a strategic blurring of premium features within your freemium product. This approach leverages loss aversion to drive users towards paid subscriptions.

By showcasing premium features but limiting access, you create a sense of FOMO (fear of missing out) that motivates users to upgrade. Ensure that the blurred features align with your product's core value proposition and address key user needs. This tactic can accelerate the conversion of free users to paid subscribers, a crucial metric in PLG models. However, be cautious not to overuse this strategy, as it may lead to a negative user experience if perceived as manipulative.

To improve conversion rates using MyFitnessPal's purchase tactic, strategically blur out premium features in your freemium product to create a sense of loss aversion. This approach can motivate users to take action and upgrade to a paid subscription.

Implement this tactic by identifying high-value features that align with user needs and blurring them out for free users. Accompany the blurred features with clear, benefit-focused messaging that highlights the value of upgrading. Monitor key metrics such as upgrade rates, user engagement, and overall satisfaction to ensure the tactic is effectively driving conversions without negatively impacting the user experience. Remember to A/B test different approaches to find the optimal balance between motivation and user satisfaction.

To optimize your website using MyFitnessPal's purchase tactic, incorporate blurred premium features throughout the user journey. This approach leverages loss aversion to encourage users to upgrade to paid subscriptions.

Implement this tactic by showcasing premium features on key pages of your website, such as product comparison tables or feature lists, but blur out access for non-paying users. Use clear, compelling copy to highlight the benefits of these premium features and how they address user needs. Ensure that the blurred elements are visually noticeable but not disruptive to the overall user experience. Regularly analyze user behavior and feedback to refine your approach and maintain a balance between motivation and user satisfaction.

To A/B test MyFitnessPal's purchase tactic, create two versions of your product or website: one with blurred premium features (version A) and one without (version B). Randomly assign users to each version and measure key performance indicators (KPIs) such as conversion rates, user engagement metrics, and premium subscription retention rates.

In version A, implement the blurred features strategy, ensuring that the blurred elements are visually noticeable and accompanied by clear messaging about the benefits of upgrading. In version B, maintain the standard freemium model without blurred features. Monitor user behavior, satisfaction scores, and feedback for both versions. Analyze the results to determine which approach leads to better outcomes in terms of conversions and overall user experience. Use these insights to refine your strategy and optimize your product for maximum effectiveness.

MyFitnessPal's purchase tactic can improve the user experience by creating a sense of motivation and desire for premium features. By blurring out certain elements, users become aware of additional valuable features that could enhance their experience with the product.

This approach can help users better understand the full potential of the product and make informed decisions about upgrading to a premium subscription. However, it's crucial to implement this tactic carefully to avoid frustration or a perception of manipulation. The key is to balance the motivation created by loss aversion with a positive, value-driven user experience that emphasizes the benefits of premium features rather than solely focusing on what users are missing out on.

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