Simply · B2C · creative hobby learning apps
Turn the features users love most into your ads
Guest says it works; no numbers
What they did
In their words
How Simply Finally Cracked Facebook Ads with Web Funnels – Yoav Sharon, Simply
David BarnardHave you found that feature to perform well as an ad creative? Once you launched that feature and saw it really take off, are you actually using that in ads? Because sometimes, that's a fun way to get a really high performing ad is to find that kind of magic moment.
Yoav SharonExactly. So, we are doing it and we are doing it and you're spot on. Many times, many of our creatives are being inspired by real usage that happens and features that are really beneficial to our users. We turn them into ants.
David BarnardYeah. Very cool. All right. What is the worst experiment or change you made in the past year, your biggest fail of the past year?
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More from this episode
- Send Facebook ad clicks to a short web quiz and paywall, not the App Store~20% of revenue from web; Facebook worked for the first time
- Sell a bundle of all your apps on the web, where you can explain itGuest says it works well; no numbers
- Offer a family plan with up to 5 profiles that covers every appMulti-app, multi-profile accounts retain best in every cohort
- Mark songs in the piano app that you can also sing in the singing app
- Switch off app ads in one country and web ads in another to spot overlapShowed where apps and channels cannibalized each other; no numbers
- Launch each new hobby as its own app, run by a small independent teamPiano ~80% of its category; Draw revenue grew ~6x last year
- Meet your Apple and Google account managers every two weeks and share your roadmapGot early beta access and design partnerships; no numbers
- Build a version for each new headset in time for its launchNot about ROI yet; bet on the future
- Lean on monthly plans once people keep renewing month after monthHigher LTV on monthly than annual in Simply Piano; no numbers
- Test annual discounts as deep as 60-75% off monthlyGuest calls discount depth a valuable lever; no numbers
- Try weekly plans for a skill that takes months to learnTested in some apps; none offered now
- Price each country with your own Big Mac-style index, not currency conversionBig ARPU jump in most countries; a few didn't work and were adjusted
- Pick one country by upside and confidence, then fully localize songs, screens and storeAll Japan metrics grew except paywall conversion, which fell
- In Japan, swap the clean paywall for a long page with company story and reviewsPaywall conversion 'skyrocketed' after falling with the Western-style paywall
- Use AI to bring a kid's drawing to life in the first sessionRaised ARPU; parents share results on Instagram; no numbers
- 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: creative, feature-led-ads