“When we are close to the end of a trial for any user and you actually have completed a workout we'll first introduce the annual offer as a hey did you know you know there's a cheaper way on a monthly basis to purchase ladder you get a significant discount you get added features and you're committing yourself to a year which is good for motivation.”

Introduce Annual Plan Right Before Trial Expiry With Added Features, Not Just Lower Price

Timing and framing both matter for annual plan conversion. Ladder introduces the annual offer right before trial expiry — when the user has built habit and feels product value — and bundles it with added features plus a per-month price framing that makes the discount obvious. The commitment angle is also sold as a feature: committing to a year is good for your fitness motivation, not just your wallet.