Mirthy · 2025
Overview
Mirthy was struggling to get enough traction with their "Mirthy Unlimited" subscription. Despite providing access to over 100 monthly events, a significant portion of their user base consistently refused countless opportunities to join, whether presented in-app, during online events, or through email marketing. The core challenge was to convert these hesitant users into paying subscribers.
Outcome
A 40% increase in total paying Mirthy Unlimited subscribers in just three weeks — driven by a compelling offer, persuasive copywriting, and smart user-centric design that broke through years of conversion resistance.
About Mirthy
Mirthy is a leading online events platform connecting people in retirement with vibrant experiences and community. Their "Mirthy Unlimited" subscription offered access to over 100 monthly events — from fitness classes to cultural talks — but despite its clear value, a significant portion of their user base was consistently declining offers to join, even after repeated prompts across every channel.
The Challenge
A significant portion of Mirthy's user base consistently declined Mirthy Unlimited, despite access to over 100 monthly events and repeated prompts.
Users were unresponsive to all existing marketing efforts — email campaigns, in-app messaging, and live event prompts — leaving a large pool of untapped subscribers.
The offer needed to break through conversion resistance without overwhelming or alienating the core 60+ demographic.
Any new approach had to be psychologically compelling and fully accessible — clear enough to act on immediately, simple enough not to confuse.
How We Helped
Designed a bottom-up modal commanding the user's attention on both web and mobile — ensuring the offer was the primary focus and could not be easily ignored or dismissed.
The modal addressed users by name (e.g., "Hello Anne") and framed the £1 deal as an exclusive offer, making each user feel singled out and valued — even though it was presented at scale.
Through A/B testing, Tierra identified the highest-converting CTA: "Yes! Claim my £1 offer." The rejection option was intentionally framed to highlight financial loss, while remaining fully accessible for Mirthy's core audience.
The modal featured a five-star graphic and "Over 10,000 reviews" to build immediate trust. It was displayed site-wide except payment pages, with a re-engagement system for returning users.
The Outcome
40% Subscriber Growth
A 40% increase in total paying Mirthy Unlimited subscribers was achieved within just three weeks of launch.
Unlocked Untapped Revenue
Growth came specifically from users who had previously been unresponsive to all other marketing efforts — converting a segment that had resisted every prior campaign.
Proven Conversion Formula
The £1 offer became a replicable framework — proving that the right offer, presented the right way, can break through even the most stubborn conversion resistance.
Strategy Validated at Scale
The project demonstrated a perfect fusion of revenue strategy, copywriting, and user-centric design — now a template for future Mirthy growth initiatives.
