Increase ARR by 50% with disciplined testing

Challenge

When 7 Minute Workout first came to us, they were already one of the most trusted names in quick, at-home fitness. The problem? Revenue had plateaued. The app was holding steady with a 3-figure ARR, but it wasn’t breaking through to the next stage of growth.

‍The Applica team suspected the issue was less about acquisition and more about what happened after install. Users weren’t consistently moving from free to paid, and too many were slipping away early.

The Challenge:

1. ‍Onboarding didn’t land the value story clearly enough before showing the paywall.
2. The paywall was overloaded with options, creating friction instead of conversion.
3. Lapsed users weren’t being re-engaged effectively, missing second-chance opportunities.
4. In subscription-driven fitness apps, where intent is fragile, those gaps meant revenue was leaking.

Solution

We built a structured CRO program, running 27 tests initially across onboarding, paywalls, and retention within. Every idea was treated as a hypothesis - tested, measured, and either scaled or scrapped.‍

Approach

1. Paywall redesign (line graph visualisation)

We reframed the paywall around outcomes, not features. A simple weight-loss progress graph gave users a tangible sense of results.

2. Locking more content behind a premium

By tightening the free vs. paid boundary, we clarified the value of upgrading. This bold move alone delivered a 148% ARPU uplift.

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3. Second-chance paywall with a discount

For users who dismissed the initial paywall, we introduced a follow-up offer at a limited-time discount. This added a 13.9% ARPU lift.

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4. Annual-only subscription option

We simplified the choice architecture by showing only an annual plan — reducing decision fatigue and boosting commitment.

5. Lower price for standard paywall

We tested a reduced entry-level price point, making the upgrade more approachable while anchoring against higher-value options.

6. Price framing & anchors

Different plan presentations and anchoring strategies nudged users toward best-value options.

Results

ARPU uplift: the six winning tests stacked together into transformational revenue growth.

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Why it worked

This wasn’t about overhauling the product or chasing a “big idea.” It was about treating conversion optimisation as a system, not a one-off project.‍

We established a repeatable CRO process:

By clearly defining the limits between free and paid experiences, we made the upgrade value unmistakable. This strategic adjustment led to a 148% increase in ARPU.

1. Use clear success thresholds to decide fast-ship or scrap.
2. Let winning tests stack, week after week, into compounding gains.
3. Run small controlled tests on key moments such as onboarding paywall and retention.

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Out of 27 experiments, six worked. Those six wins — driven by data and user research — boosted ARPU within the short timeline.

That’s the power of disciplined testing: steady gains that turn flat growth into breakthroughs.