Background

Everdance is a popular dance fitness app designed for women, especially those seeking accessible, low-impact movement and fun workouts they can do anywhere, with no equipment required.

The app offers personalized low-impact dance plans, calorie tracking, and social features to help their users lose weight, improve flexibility, and feel confident through joyful movement. It’s positioned as an inclusive way to stay active — from dance fitness beginners to those with limited mobility.

The Challenge

When we first met Everdance, their team had already proven strong market signals for success, but they needed help scaling their web2app strategy to reach the next level of growth. Expanding aggressively beyond their existing reach required a systematic web funnel growth engine — one that could unlock additional scale without adding operational complexity.

By partnering with Great Apps, Everdance wanted to:

• Reach new audiences more efficiently

• Increase paid web acquisition without sacrificing unit economics

• Keep a lean internal team focused on product innovation rather than scaling up UA

The challenge was not validating demand, which already existed, but scaling their web monetization further while maintaining profitability and product focus.

Phase 1: Launch A $50K Web2App Pilot

At Great Apps, we typically begin with a three month web2app pilot, which includes our own $25,000 user acquisition budget. The pilot covers all parts of the web funnel — from creative production and funnel development to payments infrastructure, customer support, and LTV modelling. 

With Everdance, our early performance was promising, so we extended our pilot UA budget to $50,000 to continue our growth strategy, and de-risk scaling.

What we achieved in the pilot:

• Tested thousands of creative variations to identify sustainable messaging and angles

• Built and validated 40+ funnels, spanning onboarding, upsell flows, and paywalls

• Evaluated 15+ price points and subscription durations to understand renewal behavior

• Established reliable CPA and conversion benchmarks, primarily across a US-based audience

• Generated enough cohort depth to accurately measure subscription renewals and reliable LTV

Most importantly, the pilot made our next steps very clear: that predicted LTV (pLTV) — not acquisition efficiency — was limiting our ability to scale further.

Phase 2: Strategic Pause to Fix the Right Product Problem

Following the $50K pilot, our team decided we had to pause UA spend in order to:

• Allow the pilot cohorts to fully mature and renew

• Accurately calculate and analyze pLTV performance

• Collaborate with Everdance to optimize pLTV at the app level

With UA spend paused, we worked closely with the Everdance team to implement in-app improvements focused on onboarding, Day 1 retention, and feature engagement. In particular, we recommended improving D1 app activation for new subscribers, guiding them toward in-app features that were more likely to drive retention and increase predicted LTV. 

For example, we learned that users who viewed the app’s content feed were 30% more likely to return than those who didn’t, so together we aimed to boost full funnel results by improving the in-app onboarding flow.

The Outcome

Once in-app improvements were agreed upon and implemented, we relaunched our UA campaigns and began to observe:

• A 30% lift in D1 retention and conversion to 2nd month

• A 40% increase in predicted LTV versus early pilot cohorts

• Overall stronger foundations for profitable scaling

It was clear that by improving in-app onboarding mechanics and retention, our top of the funnel acquisition strategy would be ready to scale.

Phase 3: Scaling With Stronger Economics

With improved unit economics now in place, we were able to resume spend and start scaling steadily.

What we achieved 2 months post-pilot:

• Over $150K in post-pilot spend at ~40% predicted 12 month ROI sustained at scale

• Consistent ROAS despite increasing budgets

• No material efficiency decay as spend ramped up

Everdance successfully moved from pilot experimentation to repeatable growth and ready to scale.

Trajectory

Based on our pilot and the subsequent months of performance, we now have a clear path to reach over $3M in annualized spend on Everdance with strong unit economics.

Key Takeaway

Working with Everdance demonstrates how web2app acquisition can scale when experimentation is structured, patient, and product-led. By combining modest and disciplined early testing across creatives, funnels, and pricing, and then making the deliberate decision to pause and improve product LTV before scaling, we built a sustainable, repeatable growth engine for Everdance.

Want to scale like Everdance? Partner with the web2app experts at Great Apps — get in touch.