Microsoft 365 · office apps suite
Pack many once-a-month tools into one subscription so people keep paying
Guest says suite-level retention holds up; bundle is 50-60% cheaper than separate apps
Workedpricingretention
What they did
One Microsoft 365 app and subscription covers Word, Excel, PowerPoint, notes, PDF, signing and a scanner ($9.99 family, $6.99 personal in the US). Many productivity jobs are one-off per month (one scan, a couple of documents), but combined across the suite users keep finding a use each month, which holds retention. Priced up to 50-60% below buying the same scenarios individually.
What happened
Guest says retention holds at the suite level because different use cases recur; no retention figures.
- Stage
- scale
Related topics
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More from Microsoft 365
All 16 Microsoft 365 tactics- Put 'Try free for one month' on the buy button, not 'Buy now'Worked in tests; no lift numbers shared
- Show paywall benefits as cards with GIFs instead of lines of textConverted better in tests; no numbers shared
- Show the yearly price as a monthly amount, like $8/month for $99/yearVery successful in an A/B test; no numbers shared
- Put the pricier Family plan first as the default, above the Personal planBoth plans sold more; the cheaper plan sold a lot more
- Pick App Store keywords for the jobs people do, like resumes or invoices
- Swap out keywords you've ranked top 3 on for a year; add new ones monthly
More from this episode
- Microsoft 365: Sell subscriptions inside the app through the App Store, not just on the websiteAbout 5x higher trial-to-paid than other direct channels, plus lots of organic traffic
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- Microsoft 365: Use AI to let people do desktop-only work, like whole documents, on a phone
- Microsoft 365: Rank every idea by how many users it affects; fix failed purchases firstFound 5-6% of purchases failing; simplest fixes often turn out biggest
- Microsoft 365: Buy attribution and messaging tools before the mobile apps had product fitDidn't work: privacy problems and big bills for tools barely used; redone years later
- Microsoft 365: Use every App Store discount tool: promo offers, promo codes, contingent pricing