December 17, 2025
How Prehab captured full annual revenue upfront during Black Friday
Kristina Margulets
4 min read
Conversion peaked
4.5%
Averaged conversion rate
3.2%
Full revenue captured
Day 0
Prehab used a classic free-trial monetization model. But it has a structural trade-off: too many users drop off between starting the trial and making their first payment. The company pays to acquire them upfront, while revenue shows up days or weeks later — if it shows up at all.
During Black Friday Cyber Monday (BFCM), that gap gets expensive fast. Acquisition costs spike, and the demand window lasts only a few days. Running free trials in this period means buying high-cost traffic now and hoping to monetize it later — exactly when users are most ready to pay.
Ahead of BFCM, the Prehab team decided to rethink their monetization approach to capture maximum value from the high-intent period.
The challenge was clear and high-stakes: increase immediate revenue during the most competitive week of the year without hurting conversion.
“Our goal wasn’t to experiment randomly. We wanted a monetization structure that could perform under peak pressure and capture value immediately, without putting conversion at risk, and the FunnelFox team helped us identify that structure.”
Arash Maghsoodi, Chief Marketing Officer @ Prehab
Prehab engaged FunnelFox’s Professional Services team to design a monetization setup for a BFCM seasonal campaign. Together, the teams reviewed several concepts, evaluated their fit against Prehab’s goals, and selected a single direction to execute.
That direction shaped three targeted changes to the funnel, each backed by clear behavioral logic.
Useful friction
When users invest a small amount of effort to unlock a discount, they assign higher value to it than to an automatically applied promo. That extra step increases engagement and raises the likelihood of conversion.
To put this into practice, a “Black Friday Mystery” screen was added before the paywall. Users had to physically interact — a simple “scratch to reveal” — to uncover their personalized offer. The discount no longer felt like a default giveaway; it became a reward the user actively earned.
Celebration & urgency
The second principle combined celebration with urgency. The discount was positioned as something users unlocked, then immediately tied to a time limit to reduce resistance to a $149 upfront payment.
After the offer was revealed, users moved to a customized checkout with a confetti animation. The discount was automatically applied, and countdown timers on the paywall highlighted the limited-time nature of the offer.
Offer structure
The flow centered on a single recommended product — the annual plan. A monthly option remained available but was visually deprioritized, making the $149 annual offer the clear default and highest-value choice.
To lower the psychological barrier of a big one-time payment, the offer included a clear money-back guarantee. It de-risked the decision, replaced the safety normally provided by a trial, and preserved user confidence without sacrificing revenue.
The role of FunnelFox
FunnelFox’s Professional Services team handled the project end to end:
Researched season-specific monetization mechanics
Proposed multiple funnel approaches
Aligned on a single direction with Prehab
Implemented and tested the redesigned flow
Launched the new setup and analyzed post-campaign results
All work was executed within the FunnelFox infrastructure. The team moved from strategy to launch in under two weeks, with build and testing completed within a single focused week.
“Working with FunnelFox’s Professional Services team allowed us to move fast. They translated the strategy into a working setup, handled implementation and testing, and ran the campaign end to end without pulling our internal team into execution details.”
Arash Maghsoodi, Chief Marketing Officer @ Prehab
Annual upfront offer converted strongly: 4.5% peak, ~3% avg
Switching from a free trial to a direct annual purchase did not reduce funnel performance. At peak, the new setup reached a 4.5% conversion rate, with an average of around 3%. Performance exceeded the team’s expectations and aligned with historical conversion rates from the trial-based model.
Full LTV captured at the moment of conversion
Instead of delayed and uncertain trial revenue, Prehab began capturing the full $149 annual value on Day 0. This materially increased Immediate LTV compared to trial cohorts, where revenue shows up later, if it shows up at all.
A high upfront cost didn’t suppress conversion
A high upfront price didn’t reduce conversion when the value was reinforced with the right behavioral triggers — the sense of unlocking a reward, time-bound urgency — and supported by clear risk-reversal elements like a money-back guarantee.
“The key takeaway was confidence. Free trials remain our baseline, but this campaign, run together with FunnelFox’s Professional Services team, showed us we can safely test other monetization structures without hurting performance.”
Arash Maghsoodi, Chief Marketing Officer @ Prehab
With the right behavioral design, even high-friction monetization moves like shifting from free trial to a $149 annual plan can convert during the most intense acquisition period. What matters isn’t the price point itself, but the structure, context, and psychology of how it’s presented.
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