Put a short video of someone using the app on the paywall

Mario Ortiz Manero… also tricky, because the data is a bit harder to get, like or to analyze on the ARPU. We saw that we had a really bad conversion rate, and so we did an A/B test on the free trial length, 3 days versus 7 days, and we saw that, for example, 7 days really marked a difference in how many more people got into the app. And then, we wanted to focus a bit more on another one and so on. But overall, like it's a bit hard, but ARPU is like the North Star.

Alejandro SanchezWe also tried monthly versus weekly, and we saw that weekly actually won, but it was only like a little bit of uh extra ARPU. Uh and paywall Yeah, the paywall which actually won is uh this video paywall, if you can show it real quick.

Mario Ortiz ManeroYeah, we've we've tried a bunch of like also different designs, like this one, for example, where we show a video, and then a notification bell.

Alejandro SanchezThe improvements were not not like huge improvements, but they're still like the winning uh sort of variants. I think, in our case, you know, our audience is very price-sensitive, because it's, A, it's like the majority of them is the younger audience, and, B, and that that's actually a huge factor, it's a European audience. If we look If we compare our American uh conversion rate versus our European conversion rate, it's almost double. Like it's a huge difference, just because they're American. And that's also something that's uh worth noting. We made different cohorts because of this reason, because we had so many European uh users. We had to make different sort of cohorts for our A/B tests. If you can show this real quick, Mario. We made uh three different cohorts. We made a US cohort, uh under 18, and like uh 18+. And if you can show like the ARPU difference.

Mario Ortiz ManeroYou can see here like, with the US, it's like almost .7 ARPU. And if you go non-US under 18, it falls to I think .3, or something like that. It's like half.