The Challenge: Overcoming Subscription Hesitation

Mirthy, a leading online events platform, offered a valuable "Mirthy Unlimited" subscription. Despite its clear benefits, the company struggled to gain traction, with a significant portion of their user base consistently declining offers to join, even after numerous prompts via email, in-app messaging, and during live events. The core challenge was to convert these hesitant, hard-to-reach users into paying subscribers.

The Solution: A High-Impact, Low-Resistance Offer

Tierra's strategy was to create an offer that was too good to refuse. We developed a campaign centered around a simple proposition: gain full access to Mirthy Unlimited for just £1 for the first month.

The success of this campaign, however, was not just in the price point. It was in the meticulous design and psychological principles embedded in its delivery.

Execution: A Masterclass in UX and Persuasion

Tierra implemented a multi-faceted approach to ensure the offer had maximum visibility and impact:

• Dominant Visual Presence: We designed a bottom-up modal that commanded the user's attention on both web and mobile. This ensured the offer was the primary focus, preventing it from being ignored.

  

• Personalization and Exclusivity: The modal addressed users by name (e.g., "Hello Anne") and framed the £1 deal as an "exclusive offer," making the user feel singled out and valued, even though it was presented to a wide audience.

• Strategic Copywriting: Through A/B testing, Tierra identified the highest-converting call-to-action: "Yes! Claim my £1 offer." The rejection CTA ("No, I'll pay £2.99 per event") was intentionally framed to highlight a financial loss, making it an illogical choice. It was also visually de-emphasized while remaining fully accessible to Mirthy's core 60+ user base.

• Powerful Social Proof: To build immediate trust, the modal featured a five-star graphic and highlighted "Over 10,000 reviews." This communicated that accepting the offer was a popular and validated decision.

• Persistent Exposure: The offer was displayed on every page of the site except for payment pages, maximizing exposure. Tierra also built a system to re-engage users with the offer if they returned to the site after a set number of days.

The Results: Unlocking Unprecedented Growth

The combination of a compelling offer and strategic execution delivered remarkable results in just three weeks:

• A 40% increase in the total number of paying "Mirthy Unlimited" subscribers.

This growth was particularly significant because it came from a segment of users who had previously been unresponsive to all other marketing efforts. The £1 offer was the key that unlocked this untapped revenue potential.

Conclusion

This project was a perfect fusion of a bullish revenue strategy, brilliant copywriting, and smart, user-centric design. By understanding user psychology and removing every point of friction, Tierra was able to break through conversion resistance and deliver substantial, rapid growth for Mirthy, proving that the right offer, presented in the right way, can make all the difference.