Sub Club by RevenueCat · 2026-03-01

How Mojo Increased ARPU 60% In Just Five Months – Michal Parizek, Mojo

Short episode (RevenueCat State of Subscription Apps series). Michal Parizek, senior growth PM at Mojo, explains the paywall and pricing experiments behind a 60% ARPU lift in five months: yearly plan as default, showing the yearly price per month, lower LatAm prices, ARPU-7D as the umbrella metric with 7-day cancellation rate as a renewal proxy, retesting winners per geo, a long detailed paywall that won in Japan but failed in the US, a weekly paywall on app open for free users (15% of new revenue), and running parallel weekly tests in three geo buckets via a third-party paywall tool.

Play the episode

10 tactics

Mojo · B2C · social media video maker

Show only the yearly plan first; tuck monthly behind a 'view all plans' button

Yearly plan uptake up ~15-20 points; one of three tests behind a 60% ARPU lift

“And then we've tried putting the monthly plan under a view all plans button so it wasn't really visible on the first glance, and that really helped drive our yearly plan adoption a lot.”

Workedpaywallpricing

Sub Club by RevenueCat · 2026-03-01

Mojo · B2C · social media video maker

Show the yearly plan as about $10 a month next to the $25 monthly plan

New revenue +10% in the US and +30-40% in Brazil and Mexico

“we essentially added a small line next to our yearly plan, which says that's the price is equivalent of, I don't know, $10 a month. And that actually worked very well in comparison into that monthly plan, which was obviously higher.”

Workedpaywallpricing

Sub Club by RevenueCat · 2026-03-01

Mojo · B2C · social media video maker

Price below the US-equivalent in Brazil and Mexico instead of just converting currency

Lower prices won; part of the 60% ARPU lift, no separate number

“And so we've actually lowered the price so we didn't have the equivalent of the US prices. That's something what I think usually App Store suggests.”

Workedpricinglocalization

Sub Club by RevenueCat · 2026-03-01

Mojo · B2C · social media video maker

Judge every paywall and price test on revenue per user in the first 7 days

Chosen to shorten payback and fund more ad spend; worked well per guest

“Yeah, so our umbrella metric for all those monetization experiments was the average revenue per user in the first seven days.”

Workedexperimentationanalytics-attribution

Sub Club by RevenueCat · 2026-03-01

Mojo · B2C · social media video maker

Check 7-day cancellations before keeping a higher price that won on early revenue

Rejected a winning higher price after a yearlong model showed lost long-term revenue

“we use typically seven-day cancellation rate as a proxy for retention rate or for renewal rate, what it could look like.”

Workedpricingexperimentation

Sub Club by RevenueCat · 2026-03-01

Mojo · B2C · social media video maker

Retest each winning paywall in every key market before rolling it out

Several winners shipped only in some markets; ARPU of new cohorts kept rising

“So usually let's say we've tested in the US or in Europe, and if it works there then we've retested in other, our key markets to make sure that actually it will work there.”

Workedexperimentationlocalization

Sub Club by RevenueCat · 2026-03-01

Mojo · B2C · social media video maker

Use a long scrolling paywall with reviews and a free vs pro comparison in Japan

New revenue +20% in Japan; failed in the US, where a clean video paywall won

“It was a long scrolling paywall with a lot of information. There was lots of social proof or reviews. There was a clear comparison between the free tier and the pro tier, and that design actually worked incredibly well in Japan”

Mixedpaywalllocalization

Sub Club by RevenueCat · 2026-03-01

Mojo · B2C · social media video maker

Show free users a paywall when they open the app, at most once a week

~15% of new revenue from existing users; no complaints in reviews or support

“So that paywall campaign actually drove, I think, about 15% of new revenue from the existing user base, which is just pretty a lot and it's super simple to set up.”

Workedpaywallupsell-expansion

Sub Club by RevenueCat · 2026-03-01

Mojo · B2C · social media video maker

Keep lots of features and content free on purpose

Only ~50% of payers convert on day one vs ~80% industry-wide

“There's lots of features which is actually available in the free tier, lots of content. So that's one thing. So the, let's say, generosity of the free tier and just intentional.”

Workedpositioning-nicheproduct-activation

Sub Club by RevenueCat · 2026-03-01

Mojo · B2C · social media video maker

Run separate paywall tests at once in US, Europe and Latin America every week or two

Significant results in 1-2 weeks per bucket; enabled the 60% ARPU lift in five months

“having a third-party paywall platform allowed me to being autonomous and iterate fast, and really shorten the cycle of actually coming up with the experiment, developing it, launching it from months or weeks to essentially day.”

Workedexperimentationpaywall

Sub Club by RevenueCat · 2026-03-01

Numbers mentioned

Subject	Metric	Value	Quote
Mojo	arpu ARPU increase over five months from paywall and pricing experiments	+60% approximate	“You've wrote a blog post on the RevenueCat blog a while back about how Mojo increased average revenue per user 60% in five months”
Mojo	share Increase in yearly plan adoption after hiding the monthly plan behind 'view all plans'	+15–20 percentage points estimate	“that really helped drive our yearly plan adoption a lot. I think a 15 or 20 percentage point”
Mojo	price Monthly-equivalent price shown next to the yearly plan (guest hedged 'I don't know')	USD 10/month illustrative	“we essentially added a small line next to our yearly plan, which says that's the price is equivalent of, I don't know, $10 a month.”
Mojo	price Monthly plan price (guest hedged 'let's say')	USD 25/month illustrative	“The price was 25, let's say, dollars.”
Mojo	revenue US lift in new revenue from showing yearly price as a monthly equivalent	+10% approximate	“It was 10% lift in your revenue and Latin America was way higher.”
Mojo	revenue Latin America (Brazil, Mexico) lift in new revenue from showing yearly price as a monthly equivalent	+30–40% approximate	“It was actually about something definitely double-digit, was 30 to 40 percentage”
Mojo	revenue Japan lift in new revenue from long, detail-rich scrolling paywall (same design failed in the US)	+20% estimate	“that design actually worked incredibly well in Japan, driving, I think, 20% lift in new revenue. But actually the same design failed in the US.”
Mojo	share Share of new revenue driven by the weekly app-open paywall campaign for existing free users	15% estimate	“So that paywall campaign actually drove, I think, about 15% of new revenue from the existing user base”
Mojo	share Share of payers converting on the first day (rest convert later)	50% approximate	“I was surprised to see the stats that only 50%, and I say only 50% because in the RevenueCat data we see more like 80% of payers across the entire subscription industry happen in that first day.”
aggregateSubscription apps in RevenueCat data	share Share of payers who convert on the first day	80% approximate	“in the RevenueCat data we see more like 80% of payers across the entire subscription industry happen in that first day.”