Opal · B2C · screen time app
Make the first paywall easier to skip so more people use the free app
More people activated; ARPU fell but stayed manageable, net positive
Workedpaywallproduct-activationretention
What they did
Part of the move to freemium. Made the original onboarding paywall easier to dismiss so more people start using the free version. Judged on two metrics together: retention (usage, paid or not) and first-year ARPU, which may fall but should stay above $2.
What happened
Increased activation and decreased ARPU by a manageable amount; net positive in the long run by their calculation.
- Stage
- phase two (freemium shift)
“one of the things we did, for example, is make it easier to dismiss the original onboarding paywall, so that more people start using the app and more people start using the free version of the app.”
“And we were able to do this in a way that increased activation and decreased our ARPU in a way that's manageable. So basically, like the net is positive in the long run.”
Related topics
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New tactics from the week's founder interviews, each linked to where it was said.
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