How Yousician grows

When starting in a revenue role (Babbel, then Yousician), split subscription revenue into four buckets: new subscribers, upgrades between plans, renewals, and win-backs (churned users who return). Track how each bucket evolves over the years in Excel, find the big jumps or drops (e.g. new-subscriber revenue jumping from a given month), then ask what happened and map it to the decision (e.g. launching a lifetime subscription). Link or embed the documentation of each decision in the same spreadsheet and turn it into a short presentation to share. Prefer this over reading every entry of a long experiment log, since many experiments don't matter.

After rolling out a winning experiment, put a recurring 'experiment recheck' in Google Calendar with the data analyst. Prioritize anything touching price or discounts (not layout/copy changes, unless the lift was surprisingly large or top-line growth isn't matching the stacked test wins). Recheck the cohort at three and six months depending on what is sold, or up to a year. Keep the cohort set up so the recheck is just a quick pull.

For paywall tests, look at revenue per user but always also check refunds and chargebacks, waiting a couple of weeks since that effect appears quickly. Pay special attention when introducing a new payment method.

When most test users buy a 12-month plan, don't wait a year: when the test result lands, model scenarios of renewal rates (e.g. 10% lower or 5% higher) for each plan, and watch how the 1-month plan renews as a proxy. Set a threshold (e.g. if it drops below 10) that signals the 'winner' is actually the loser.