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Partner ("gym buddy") and family/bundle plans in web funnels

Asking in the quiz whether the user wants to add a partner at 15% off each got ~15% of Built With Science trial starts to take it, raising order value and retention; Simply's multi-profile, multi-app family plans are its best-retaining segment and are sold on the web.

Updated 2026-10-24·2 sources·web2apppricingfamily-planupsellretentionweb-quiz

Partner and family plans in web funnels

TL;DR

  • Built With Science “gym buddy”: a quiz question offers adding a workout partner; both get 15% off.12
  • ~15% of trial starts add a gym buddy — higher AOV and better retention for those users.3
  • Ask it in the quiz, not on the paywall; decliners see only a small toggle on the pricing page, so the paywall stays a simple annual/monthly choice.4
  • Simply: family plan → multi-profile (up to 5) → multi-app. In every cohort, multi-app/multi-profile accounts retain best “by far” — one family member is always active.56
  • Bundles are a web-only advantage: an install ad lands on one app’s store page, a web flow can sell the whole portfolio.7

Details

Origin. Repeated user requests for a family plan (“bring my husband/wife”) led a BwS product manager to test the gym-buddy add-on on the web quiz.1 They then built partner features (see when your partner works out and what they eat, send nudges), turning a pricing idea into a community/retention feature.8

Why retention improves. David Barnard compares it with Life360 (family units retain best) and Spotify Family: nobody cancels because someone in the group still uses it.39

Implementation checklist (derived):

  1. Quiz question after the user has seen their personalised plan: “Train with someone? Add them and you both save 15%.”
  2. Pass the choice to the paywall; show the two-seat price only to those who said yes.
  3. Small, collapsible toggle for those who said no.
  4. Give the partner their own account/profile via the deep link (see Getting web buyers into the app (deferred deep links)).

Disagreements / caveats

  • BwS reports the 15% take rate but no LTV/retention numbers; David’s “almost doubling LTV per conversion” is his inference.10
  • Works best in categories done together (fitness, families, learning); solo utilities may not benefit.

See also

Footnotes

  1. Why 90% of their paid traffic goes to a quiz, not the App Store @ 29:12 — Ethan Ethier ↩ ↩2

  2. Why 90% of their paid traffic goes to a quiz, not the App Store @ 30:52 — Ethan Ethier ↩

  3. Why 90% of their paid traffic goes to a quiz, not the App Store @ 30:01 — Ethan Ethier ↩ ↩2

  4. Why 90% of their paid traffic goes to a quiz, not the App Store @ 34:50 — Ethan Ethier ↩

  5. How Simply Finally Cracked Facebook Ads with Web Funnels – Yoav Sharon, Simply @ 15:14 — Yoav Sharon ↩

  6. How Simply Finally Cracked Facebook Ads with Web Funnels – Yoav Sharon, Simply @ 16:01 — Yoav Sharon ↩

  7. How Simply Finally Cracked Facebook Ads with Web Funnels – Yoav Sharon, Simply @ 19:07 — Yoav Sharon ↩

  8. Why 90% of their paid traffic goes to a quiz, not the App Store @ 31:44 — Ethan Ethier ↩

  9. How Simply Finally Cracked Facebook Ads with Web Funnels – Yoav Sharon, Simply @ 16:01 — Jacob Eiting ↩

  10. Why 90% of their paid traffic goes to a quiz, not the App Store @ 30:52 — David Barnard ↩