Noom Pricing Page
Pricing
May 2, 2020
Noom is a weight loss app that creates personal diet programs for its users.
When you sign up, you're taken through an 10-minute survey about your health history, goals, and beliefs.
At the end of the survey, you get to this pricing page where you're asked what you'd like to pay for a 2-week trial, and your options are:
What's great about it:
- $0
- $3
- $10
- $18.37
What's great about it:
- You're guided towards a $10 "purchase" that's pre-selected when you hit the page
- Noom claims the survey process costs them $18.37 to run. This is clever because it adds a little bit of guilt pressure ("hey we're only asking for break-even") and it makes the other options look really cheap!
- They really do allow you to choose $0 for a free trial.
- They include a $3 option for people who want to pay something but aren't ready to fork over $10.
Image Description
The image shows Noom's pricing page, highlighting a unique pay-what-you-want model for a 2-week trial. Options include $0, $3, $10 (pre-selected), and $18.37, with a note explaining the cost to run the survey.
Positive Aspects
- Pre-selected Option: The $10 choice is highlighted as the "most popular," subtly nudging users toward it.
- Cost Justification: Listing the $18.37 option as the survey cost adds transparency and encourages users to consider paying more.
- Flexibility: Offering a $0 trial option makes the service accessible to everyone, while other tiers let users contribute based on their comfort level.
Key Takeaways
- Noom strategically guides users toward the $10 trial option, balancing user choice with business needs.
- Transparency about survey costs creates a sense of fairness and guilt pressure.
- Offering multiple price points, including free, increases accessibility and potential user engagement.
Additional Insights
This pricing strategy leverages behavioral economics, using anchor pricing and guilt aversion to encourage higher payments. By making users feel part of the process, Noom enhances user commitment, potentially increasing conversion to the full $129 subscription.
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