FaithFull · B2C · calorie tracker for Christians
Remove the 'Smart start' label from the quarterly plan on the paywall
Revenue per payer $31 to $33; conversion also rose and more chose annual
Workedpaywall
What they did
The paywall had a 'Smart start' bubble above the quarterly plan. Split tested removing it, leaving the annual plan as the only highlighted option.
What happened
ARPPU rose from $31 to $33, conversion rate went up and more users chose annual
“we had a little bubble above the quarterly saying, "Smart start." And I was like, "What if we just remove that?"”
“we uh increased the average revenue per paid user from 31 to 33. Uh, the conversion rate went up too, weirdly.”
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- FaithFull: Raise monthly to $19.99 and quarterly to $39.99, keep annual at $59.99Revenue per payer $32 to $38, and the pricier paywall converted better
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- FaithFull: Keep launching new ads: videos, UGC, testimonials, AI cartoon testimonialsHundreds of variations tested; an AI cartoon testimonial just got a first purchase
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- FaithFull: Offer app users weekly one-on-one coaching as a pricey add-onFounder says it has been 'really cool'; no numbers
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