Trial to Triumph: The Lifecycle Strategy Behind WeGLOW’s Surge!

Company Background

WeGLOW is a rapidly growing fitness app dedicated to helping women achieve lasting wellness habits through personalized workouts, healthy recipes, and motivational content. More than just a workout tracker, WeGLOW is built to drive real routine and results.

As a subscription-based business, their growth depends on converting trial users into paying subscribers. While acquisition was strong, activation was lagging—until Propel stepped in with a high-impact lifecycle strategy powered by Braze and Amplitude.

The Challenge

Goal: Improve Trial Conversion Rate to 50%+

Trial sign-ups were healthy, but conversions remained low. Existing lifecycle messaging lacked strategic cohesion—timing was misaligned, content felt generic, and results were inconsistent. A clear funnel structure was missing, and A/B testing yielded minimal gains.

“We were sending communications... but we weren’t seeing any meaningful difference in funnel conversion. We knew the product was great, but we weren’t showing it in the right way.”

The Breakthrough

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Lifecycle Messaging That Moves People—and Metrics

Propel designed a structured, data-informed lifecycle campaign using Braze’s Canvas and Amplitude cohorts to guide trial users from Day 0 toward conversion through relevant, well-timed messages.

Key Interventions:

• A Day 0 welcome message offering goal-focused encouragement
• Push notifications every 12 hours to highlight core features
• Emails prompting users to save workouts to calendars, creating habit loops
• Nutrition content to connect workouts with lifestyle change
• Strategic delays to prevent message fatigue and optimize responsiveness

Each message was behaviorally triggered—designed to add value at precisely the moment users needed it.

Campaign Blueprint

Campaign Name: Trial Started → Trial Converted

Target Users: All trial starters

Objective: Drive engagement and conversion through personalized multi-touch messaging

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The Results

From Passive Trials to High-Intent Conversions

In just a few weeks, WeGLOW saw a 14% lift in trial-to-paid conversions versus the control group. More importantly, they built a scalable lifecycle system that now powers long-term growth.

Key Outcomes:

• Trial Conversion Rate increased from 43% to 72% by the final week
• ARPU grew from $7.74 to $60.45
• Active users increased by 3,005 during the campaign
• Sustained uplift observed across all campaign weeks

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All of this was achieved without altering the core trial experience—just through smarter lifecycle design.

Full Funnel Impact

Beyond conversions, the ripple effects were significant:

• Active users rose from 38,884 → 41,889
• Daily engagement improved through habit-focused content
• Paid user email open rates reached 5.2%
• Push notifications reactivated dormant cohorts
• Messaging closely aligned with product value, driving sustained engagement

Even free users showed improved DAU/MAU performance, setting the stage for long-term funnel health.

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Why It Worked

✔️ Behavior-based segmentation: Real activity data powered personalization via Amplitude

✔️ Structured lifecycle: Messaging followed a clear narrative arc, not just isolated nudges

✔️ Value-led communication: Messaging focused on user goals, not just app usage

✔️ Multi-channel coordination: Push and email reinforced each other without overwhelming the user

The Takeaway

You don’t need to redesign your product to improve conversions—just show users its value at the right moment.

By combining real-time behavior tracking with personalized lifecycle journeys, Propel helped WeGLOW unlock a measurable boost in conversions, retention, and revenue—all without overhauling the user experience.

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