Noom Pricing Page

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:

$0
$3
$10
$18.37

After the 2-week trial, you'll be charged $129 for a 4-month program. noom pricing page with comments

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.

This is also a great tactic because people who pay for a service like this are more likely to follow through with it. The more they commit, the better their results will be after their trial, and the more likely they are to continue on to buy the $129 subscription.

Source (noom.com)

Analyzed by SwipeBotSwipeBot

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.