Slide 24
Slide 24 text
Classpass win back experiment example
– V1: Control
Marginal CAC
CAC to acquire the “next 15 members”
Average CAC
Retained after free trial
Cost of Goods (COGS)
Reactivated free trial
Value
100
$15,000
(avg $150 per customer)
80
$187,50
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– V2: Extended offer
Value
125
$24,375
(avg $195 per customer)
95
$256,58
($24,375 - $15,000) / 15=
$625
Lift
+25%
+30%
Increase in class redemtions
+19%
+37% relative
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Marginal CAC = $625 > ⅓ Lifetime Value (LTV)