Lucy Levy and Nicole Salzman Page from Zumba shared valuable insights on user research and retention strategies during a podcast episode highlighted in Growth Gems #138. Their app has become a significant revenue driver, and their approach emphasizes understanding user needs, especially from those who churn. By targeting underserved segments, like shy beginners or those returning to fitness, Zumba has created a funnel that supports their core instructor network instead of competing with it. The discussion also focused on redefining churn. If users leave the app to participate in live classes, that’s seen as a positive outcome rather than a loss. Zumba’s strategy encourages a mindset shift where businesses focus on overall value rather than just app retention metrics. They emphasize the importance of user feedback, particularly from those who have churned, to identify pain points and mismatches in expectations. Zumba’s app2web checkout strategy is noteworthy. While they experienced an initial drop in conversion rates of 25-35%, this was offset by higher trial-to-paid conversion rates and improved retention, leading to a 17% increase in lifetime value (LTV). They recommend streamlining the user experience by allowing users to select their subscription package in-app before directing them to a web checkout that mirrors this selection. This reduces friction and maintains pricing integrity. The insights shared reflect a commitment to continuous improvement and user-centered design in both product development and marketing strategies.