Simply Piano · B2C · piano learning app
In Japan, swap the clean paywall for a long page with company story and reviews
Paywall conversion 'skyrocketed' after falling with the Western-style paywall
What they did
What happened
This shipped together with other changes, so the result can't be credited to this alone.
In their words
How Simply Finally Cracked Facebook Ads with Web Funnels – Yoav Sharon, Simply
Yoav Sharon… for one metric, the checkout conversion, the paywall conversion, it did not move even on the contrary, it even decreased and we didn't know why. Come on. It's like we did everything properly. We brought in a country manager, Japanese country manager, a great guy, and he reviewed our flow and he told us, "Guys, you're not treating the paywall properly us, we're used to all the best practices in paywalls, make it very clear, least disruptive.
Yoav SharonYou want to minimize the details on the paywall. You want some social proof, you want some things, but overall you want a very clean paywall." The Japanese 180 degrees are opposite. They expect very detailed story of the company, of the founders, of our values, of all the things that you're frustrated that no one reads, they want to read all the social quotes and a lot of colors. I'm telling you, you can't even believe we had a very long one pager that they scrolled and scrolled and read, conversion skyrocketed.
David BarnardWow.
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More from this episode
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- Show a soft paywall after onboarding, then keep it only for kids' accountsBig early ARPU win; adults without a piano didn't stay, so kept it for kids only
Tags: japan, long-paywall, social-proof, company-story