Test how many app blocks free users get; settle where free users still love it

David BarnardWhat were some of the hard decisions? Did you have to reverse any? Did you make a bad column and reverse it? Or how did things go on determining what went into paid?

Kenneth SchlenkerYeah. We've made a lot of mistakes and some success. I think the core is to experiment and measure two things. The LTV of installs, how people are converting and paying, and also to measure the retention overall, free plus paid. You want to make sure that you can find the sweet spot where you're increasing both. It's really hard.

Kenneth SchlenkerWe have this feature called blocks. Basically, you're blocking apps from 9 to 10 on Monday to Friday. You're blocking social media, for example. Also, it could be, you put together an open limit. I can only open Instagram 10 times during the day. Each of these are blocks.

Kenneth SchlenkerWe've experimented with how many should we give it for free. You can have one, you can have two, three or four. I think today, it's actually three. We've tried many different approaches all the way from having just one, which is pretty restrictive and offering more. Turns out that three is enough for free users to get a great experience. They can actually really use that app, try out a few different things, and then also really power users that are convinced will pay because they want more. That's one where it worked out pretty well.

David BarnardNo, that's a great example. Maybe a way to think about that, yeah. It's like the people who are going to be the heaviest users, what's the thing that's most important to them? Then throttling it to where the free users still get a great experience is interesting.