How Zumba, in partnership with Perceptycs, turned its app into a $4.5m subscription success

In a highly competitive fitness app market, the Zumba app achieved remarkable growth, reaching $4.5 million in annual recurring revenue and over 30,000 active subscribers within just 14 months, earning Revenue Cat’s “Anchor’s Away” award. The team at Perceptycs collaborated with Zumba to overcome initial challenges of high customer acquisition costs by focusing ad spend on Meta for systematic creative testing and optimizing the new user journey. By refining the onboarding process to introduce paywalls earlier and increasing ad spend carefully, the app improved conversion rates and achieved target CPA. They also shifted focus to web revenue to bypass app store fees, utilizing onboarding experiments that prioritized answering users' internal questions. Zumba's success underscores the significance of strategic experimentation, partner collaboration, and focusing on high-leverage activities to drive sustainable growth.