B2C · kids' play app

How Pok Pok grows

2 tactics and 5 figures from 2 interviews.

About Pok Pok

What it is: Kids subscription app whose founders (Melissa and Felix) appeared on an earlier Sub Club episode
Who it's for: Parents of young children
Business model: subscription

As described in the interviews, not independently verified.

Pok Pok's 2 tactics

Pok Pok · B2C · kids play app

Double the subscription price, then check whether those subscribers stick around

Revenue more than doubled and conversions rose, but the higher-price cohorts' retention quickly tanked

Doubled the subscription price. Conversions held and even rose, so short-term revenue more than doubled. Looking at the cohorts soon after showed the subscribers who paid the higher price were not retaining. Host's lesson: pair price tests with cohort retention as a counter-metric; a price that feels unfair can also hurt word of mouth.

Mixedpricing

Sub Club by RevenueCat · 2023-02-22

Pok Pok · B2C · kids' play app

Double the monthly subscription price

More than doubled revenue, but the higher-price cohort churned much faster

Pricing experiment on a kids' app that doubled the price of the monthly subscription. Because it was a monthly plan, churn data came back quickly.

Mixedpricing

Sub Club by RevenueCat · 2023-01-17

Pok Pok by the numbers

Metric	Value	Context	Said in
price	+100% approximate	Subscription price doubled	Sub Club by RevenueCat 2023-02-22 25:08
revenue	more than doubled approximate	Short-term revenue after doubling the price; conversions also rose	Sub Club by RevenueCat 2023-02-22 25:08
retention	quickly started to tank approximate	Retention of cohorts that paid the doubled price	Sub Club by RevenueCat 2023-02-22 25:28
price	+100%	Monthly subscription price doubled in a pricing experiment	Sub Club by RevenueCat 2023-01-17 16:32
revenue	more than double approximate	Revenue after doubling the monthly price; the higher-price cohort then churned at a much higher rate	Sub Club by RevenueCat 2023-01-17 16:32

Topics

Price tests and price increases2 Pricing a subscription app2

Interviews

Top Growth and Monetization Insights for Subscription Apps — Sylvain Gauchet, Babbel and Growth Gems · Sub Club by RevenueCat · 2023-02-22
How’s Your App Really Doing? The State of Subscription Apps 2023 · Sub Club by RevenueCat · 2023-01-17