FastEasy Improves Subscription Conversion Rates by 29% with A/B Tests

Company

FastEasy is a mobile fitness app with more than 10 million users worldwide that helps wellness enthusiasts optimize their fasting routines for better health and weight management. With a focus on intermittent fasting, this product offers 10 premium weight loss plans, educational resources, tracking, and notification tools to support fasters' wellness goals.

Developed by a dedicated team of health & fitness experts, the app simplifies the user journey with an intuitive interface, real-time progress updates, and motivational content. FastEasy's mission is to empower users by providing science-based guidance tailored to individual health needs.

Challenge

The company’s marketing team faced a serious challenge when it came to A/B testing their campaigns for better performance. As the volume of alerts grew, so did the number of variables, such as actionable content, audience segmentation, and timing. It got difficult to regularly test each variation while maintaining consistent message delivery.

The key hurdles to overcome were

• Dependence on developers. Marketers lacked the tools to run A/B tests independently. They had to rely on the development team to set up experiments, resulting in bottlenecks and long wait times.
• Inability to run enough experiments. Due to limited resources and the cumbersome process of setting up tests, the team was unable to experiment at scale. This limited their ability to explore different messaging strategies and effectively optimize campaigns.

Solution

FastEasy turned to Reteno, an AI-powered platform that specializes in marketing automation and conversion-boosting tools. The platform seamlessly integrated with the company's existing systems. For these types of challenges, Reteno implemented two types of A/B tests:

1. Traditional control/test split. This straightforward approach splits the audience into two predefined groups: test and control. It is ideal for experimenting without a complex setup and provides clear, easy-to-analyze results for quick decisions on which version performs better.

2. Unique “One from many” block. As a part of Reteno’s workflow builder, it can be used to quickly create and test multiple message variations within a single campaign. The platform would then automatically distribute these variations to different audience segments, making the A/B testing process more efficient. To see the feature in action, check out this case study.

Reteno’s experts provided comprehensive training sessions for FastEasy’s marketers to ensure they were comfortable using the new tools, including the “One from many” feature.

The FastEasy team began by running small experiments to familiarize themselves with the platform's capabilities and easily test different messaging strategies.

With confidence in the system, they expanded to larger campaigns, using the “One from many” block to effortlessly run a higher number of experiments. As a result, the team was able to test a variety of messages simultaneously, with no strain on resources or need for developer intervention.

Results

• 15 A/B tests per month
• 1 in 3 tests yield improvements
• 29% boost in conversion-to-subscription

With the new A/B testing solution, FastEasy gained the ability to implement multiple messages within a single campaign. The result was faster, more effective marketing strategies, giving the company a competitive edge.

Why This Matters for You

To replicate FastEasy’s success and overcome similar challenges, consider integrating Reteno's services into your marketing plans. They allow your marketers to operate more autonomously and free up developers to focus on product development.

Statistics show that a successfully implemented A/B testing strategy can increase your app conversion rates by up to 17%. Reteno can deliver more substantial improvements, such as the 29% increase in conversion rate that FastEasy achieved in their Abandoned Subscription campaign.