“Our big focus right now is data and experimentation — really creating a lot more rigor in how do we test and learn, whether it's the change in a color of a button or the length of our trial. Those are things that are really essential in kind of growth hacking the conversion rate and acquisition of new subscribers.”

Data and Experimentation Rigor Is the Core Growth Lever for Subscription Conversion

Rachel Chukura names data infrastructure and structured experimentation — not paywall design or pricing instincts — as the primary lever for improving trial-to-paid conversion. By investing in their data position first, The Weather Company can now run disciplined tests across the full end-to-end funnel. For any subscription app serious about conversion optimization, getting the data infrastructure right is a prerequisite for meaningful growth hacking.