Paris Childress
👤 SpeakerAppearances Over Time
Podcast Appearances
Well, right now we are optimizing for a cost per acquisition in the high 20s.
Let's say $27, $28.
And the trial conversion rate is about 60%.
So
They have a pretty good understanding of the maximum customer acquisition cost right now.
No, about 60%.
Oh, the conversion rates are about between 5% to 7% from clicks.
Yes.
Because it's not $30 cost per click, it's cost per acquisition.
It's cost per free trial.
I'm sorry.
I meant CPA, cost per acquisition, which is in our definition, that's a free trial.
That's correct.
They stick much longer.
What we see is that the cohort's
Once people make that first payment, there's about 60% of that starting cohort that will stick for many, many months.
So there's a big drop off in the first few months.
So the cohort sheds about 30%.
And then it flattens out.
And then lifetime value from that point on is very steady.