How might we upsell a premium coaching product in-app?

Oto, the leading app for tinnitus sufferers, aimed to expand its offerings by introducing a complementary product to its successful self-service platform. This new initiative was a 90-day coaching program, offering users text-based therapy alongside their existing regimen. To ensure the product's success, I introduced the idea of running webinars to understand the most effective way to sell the product. These webinars provided invaluable insights, which we then translated into a strategic onboarding process designed to upsell users into Oto's new premium offering.

3x higher price whilst maintaining 4-5% conversion rate within 2 months

We faced several significant challenges. Introducing a product priced at three times the cost of our existing offerings—and higher than our competitors—required a deep understanding of what truly motivated our users. We needed to uncover the key drivers of their behavior and identify the elements that sparked their interest. Additionally, managing margins was a concern, as the product was initially envisioned as a group coaching service. Ensuring immediate user activation was also crucial; we needed to engage users with their coaches right from the start to maximize the program's impact.

The outcome was highly successful. We significantly increased the lifetime value (LTV) of our users by transitioning them to a 3-month package, while tripling the price without sacrificing our conversion rate. This move also strengthened our brand, as the new product fostered a vibrant community, enhancing user retention. By switching to text-based coaching, we not only improved profit margins but also maintained our strong conversion rate. The success of this approach led us to make it our core product, offering a scalable solution that provided the revenue needed to reach our Series A funding goals.