Reading.com · B2C · learn-to-read app for kids
Extend lessons to third-grade level and plan more apps for later reading stages
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What they did
Because kids graduate out of the app once they can read, plan to extend the curriculum from early second grade to early third grade, and build a suite of apps under the Reading.com umbrella for later stages (comprehension, even adult speed reading).
In their words
Sub Club by RevenueCat · What Reading.com Learned Testing Prices and Funnels — Tim Dikun, Teaching.com“we're going to be expanding our curriculum, because right now, the the app can take a child from not knowing their alphabet to reading it about an early second grade level, and there's no reason why we can't expand that to like an early third grade level”
“Right now, Reading.com is one app, but there's no reason why it can't be a suite of apps that are specifically targeted at different stages of reading development”
Related topics
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More from this episode
- Reading.com: Test monthly prices from $4.99 to $19.99 and keep checking LTV for years$12.49 won (vs $6.99 launch); still winning after multi-year look-backs
- Reading.com: Drop the free trial on the monthly plan to push people to annualMore annual picks, but realized LTV fell 17%; not rolled out
- Reading.com: On web funnels, charge upfront with a 30-day money-back guarantee instead of a trialLower conversion but better Meta signal and longer-staying users; few refunds; no numbers
- Reading.com: Point each ad set at one web funnel, and split campaigns by tracking method
- Reading.com: Copy the app's onboarding exactly onto a web page and send ad traffic thereTrial conversion up 50% and paid conversion up 30% vs the same flow in the app
- Teaching.com: Buy plain category domains like Reading.com to earn trust and search trafficPeople skip the ad and type the domain directly; credited for web funnel success
- Reading.com: Build the reading app so a parent sits with the child every lessonSmaller audience, but those parents pay more and stay longer; no numbers
- Reading.com: Add onboarding slides and parent guides explaining why parents must join inStill many cancellations from parents who won't take part
- Reading.com: Right after purchase, offer all the printable worksheets at once for $9.99About 20% of web trial starters and buyers take it
- Reading.com: Sell printed sets of the app's storybooks on Amazon
- Reading.com: Find a way to give a book-like moment in the first lesson
- Reading.com: Build your own analytics, clean the data, then send it to AmplitudeGot needed insight while passing Apple's kids-app review; no numbers
- Teaching.com: Hire outside experts for each ad channel instead of in-house marketersFaster and cheaper than in-house hires; little management needed
- Teaching.com: Turn off Basecamp alerts and use Slack only for urgent blockersGuest says it improved the quality of work; no numbers
- Teaching.com: Drop Scrum and let developers change or kill features late in the buildScrum turned engineers into ticket-takers; dropped for late-change freedom