A subscription apps · B2C · App Masters' own apps

Remove the close button from the onboarding paywall

Trial starts 6% -> 12-15%; trial-to-paid stayed at 30%

Workedpaywall

What they did

Compared a soft paywall (closeable) with a hard paywall (no X) at the end of onboarding on an in-house app.

Trial activations roughly doubled from 6% to 12-13%, sometimes 15%; trial -> paid stayed ~30% either way.

“We went from 6% with the soft paywall trial activations to like 12, 13%, and sometimes 15% with a hard paywall.”

Steve P. Young

“And our trial to paid was always 30%. So, regardless of whether it was soft or hard, we saw a 30% pay like trial to paid.”

Steve P. Young

New tactics from the week's founder interviews, each linked to where it was said.