Mojo · B2C · social video editing app
Show the paywall at the end of onboarding, before people try the app
Still brings in most free trials today
Workedpaywallonboarding
What they did
After Apple's App Store team told them they were not pushing the paywall enough, the first paywall experiment moved the existing paywall, unchanged, to the end of onboarding. The team had resisted because users had not tried the app yet, but users get a free trial first.
What happened
Became the source of most trial starts, still today.
- Stage
- Scale (growth (years after launch))
In their words
Sub Club by RevenueCat · Growing to $1M MRR with Paywall and Pricing Experiments — Francescu Santoni, Mojo“I remember because the first signal that we got was from the App Store team from Apple is like, you're not pushing your paywall enough.”
“And the first paywall experiment that we did without even changing the paywall was putting it at the end of the onboarding”
“the first actual big experiment that we had was the onboarding paywall, and I think it account for most of the trial even today.”
Related topics
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More from Mojo
All 22 Mojo tactics- Show only the yearly plan first; tuck monthly behind a 'view all plans' buttonYearly plan uptake up ~15-20 points; one of three tests behind a 60% ARPU lift
- Show the yearly plan as about $10 a month next to the $25 monthly planNew revenue +10% in the US and +30-40% in Brazil and Mexico
- Use a long scrolling paywall with reviews and a free vs pro comparison in JapanNew revenue +20% in Japan; failed in the US, where a clean video paywall won
- 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
- Keep a generous free tier, then show free users a paywall at launch once a weekAbout half of conversions come after day 0 vs ~15-20% industry-wide
- Check 7-day cancellations before keeping a higher price that won on early revenueRejected a winning higher price after a yearlong model showed lost long-term revenue
More from this episode
- Mojo: Ship a rough first version in 2 months and charge from day one30 free trials on launch day, against a goal of one
- Mojo: Give one person all paywall tests; test big changes first, then small onesMany experiments run by one person; founder credits it for monetization gains
- Mojo: Raise prices above other video apps to aim at small businessesRevenue per user up about 50%; lighter users churn more
- Mojo: Double the price in Turkey to keep up with inflationTested and rolled out; founder says the effect was positive, no numbers
- Mojo: Make a new kind of Instagram story people ask about, so users spread the appGrew to several hundred thousand dollars a month with $0 on ads
- Mojo: Pay influencers in new countries to post about the app on their accountsUnprofitable at first; Brazil took off weeks later and is now a top 3-5 country
- Mojo: Push yearly plans so ad spend pays back in about 30 daysSkips LTV prediction entirely; no results reported
- Mojo: Match each week's ad spend to that week's trials, by country and platform
- Mojo: Put off email and push campaigns while they would add little growthReached $1M+ monthly revenue without CRM; expected gain was single digits