Microsoft 365 · B2C · Word, Excel and PowerPoint apps
Show the yearly price as a monthly amount, like $8/month for $99/year
Very successful in an A/B test; no numbers shared
Workedpaywallpricing
What they did
Separate A/B test: displayed the annual plan's monthly-equivalent price (e.g. about $8/month for $99/year) even though billing is annual.
What happened
Described as very successful.
- Stage
- scale
In their words
Sub Club by RevenueCat · Optimizing your Keywords and Monetization ― Part 2 with Ramit Arora, Microsoft“So monthly equivalent price, when people can see, "Oh, it's just going to cost me $8," even if they have to be billed for the whole year, it's good. Like we saw success there.”
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More from this episode
- Microsoft 365: Pick App Store keywords for the jobs people do, like resumes or invoices
- Microsoft 365: Swap out keywords you've ranked top 3 on for a year; add new ones monthly
- Microsoft 365: Use search ads to find keywords that bring paying users, then target them organically
- Microsoft 365: Cap Android install costs far below iOS, since Android users pay much lessAndroid CPI caps up to 50x lower than iOS in some cases
- Microsoft 365: Put 'Try free for one month' on the buy button, not 'Buy now'Worked in tests; no lift numbers shared
- Microsoft 365: Show paywall benefits as cards with GIFs instead of lines of textConverted better in tests; no numbers shared
- Microsoft 365: Put the pricier Family plan first as the default, above the Personal planBoth plans sold more; the cheaper plan sold a lot more
- Pre-select the $4 monthly plan instead of the $40 yearly plan20% more people converted to paying, per the host
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