Momego · B2C · transit tracking app
When people close the paywall, give them a free week of Pro, then count down
Free-user conversion 0.4% -> 4.5%
Workedpaywallnotificationsonboarding
What they did
Value-based onboarding, then the paywall. If the user taps X: 'Enjoy a week of Pro on us', then a second onboarding that gets them to opt into Pro-only push notifications (live line status, daily travel summary, major service disruptions). A '7 days left' countdown (6, 5, 4...) and pushes like 'your Pro membership ends in 5 days' play on loss aversion; push notifications also send a discount offer to freemium users. Works best when premium features have no usage cost.
What happened
Conversion of free users went from 0.4% to 4.5% (10x+).
“When you hit X on this paywall, he says, "Enjoy a week of Pro on us," and then the same secondary paywall right here.”
“that's why I love this, when John will use this push notification to send a discount offer to his freemium users”
“he was converting 0.4% of all the free users before he did this reverse trial”
“But when he gave these pro features away, he saw 4.5% conversion rate”
Related topics
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More from Momego
All 21 Momego tactics- Lower prices outside the US, UK and Canada to match local buying powerTrial conversions +17% and revenue +23% in a 3-month 50/50 test
- Give 7 free premium days to people who close the paywallPaid conversion after closing the paywall rose from 0.4% to 4.5%
- Replace the monthly plan with a weekly plan sold as 'pay as you go'Trial start rate almost doubled in an A/B test; revenue up significantly
- Publish free live bus times on a fast website that advertises the app~1,200 ChatGPT lookups and 70-75 app downloads a day
- Test different screenshots in each country instead of just translating the textFound local winners (widgets in Italy, reviews in the Netherlands); most tests failed
- Keep onboarding short and show benefits, not features or app screensWon after ~30 A/B tests; long question-heavy onboarding made people quit
More from this episode
- Before the paywall, add two screens: '7 days free' and 'we'll remind you'Trial starts up 56% on one app; up to +100% on others. Weaker on a 3-day weekly plan
- Next to the free trial, offer the first month for $1.99, then yearlyIntro takers renew at over 50% vs 30-40% for 7-day trials
- Add a cheap first-month offer on the yearly plan beside the free trialConversion 19% -> 25%; proceeds up 21%
- Remove the close button from the onboarding paywallTrial starts 6% -> 12-15%; trial-to-paid stayed at 30%
- Ask 'How did you hear about us?' and hard-paywall only people from adsUntested idea; a shared chart showed 5% soft vs 34% hard paywall conversion
- Add a paywall to onboarding, even with a million free usersRevenue and retention both went up, per the host; no numbers
- Let people slide to pick their discount, starting at $40, lowest $30Most people slide to the lowest price, per the host; no numbers
- Offer 1-month, 3-month and yearly plans in a fitness appWorked best of the plan sets tried, per the host; no numbers
- Price at $39.99 rather than $41.99$39.99 beat $41.99 in a community member's price test
- Show the paywall before asking people to sign upPeople would rather pay than give an email, App Masters found; no numbers
- Find App Store keywords first, then build an app around themAbout 30% of launches get ASO traction; 70% don't
- Give each Apple Ads campaign its own product page to see its sales
- Make a product page per keyword, with that keyword on the first screenshotPretty good success, per the host; no numbers
- Try TikTok Spark Ads next to Meta ads for cheaper installsCheaper installs on TikTok, but those users converted worse than Meta's