Simply Piano · B2C · piano learning app
Show a soft paywall after onboarding, then keep it only for kids' accounts
Big early ARPU win; adults without a piano didn't stay, so kept it for kids only
What they did
What happened
- Effort
- Ran for many months before the problem was found
In their words
How Simply Finally Cracked Facebook Ads with Web Funnels – Yoav Sharon, Simply
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?
Yoav SharonI knew that you're going to ask me these questions because you're asking it in every episode and I am a big fan of your podcast. When I though about it, I said, first of all, so many to choose from, right? We're a testing company, we're always test and so many failures. But I think one that taught us a lot was what we call a premium awareness test where in Simply Piano we introduced a soft paywall at the end of onboarding and we wanted to see maybe it will be appealing to ... The onboarding will be enough for people to already commit. This test was fantastic significantly on ARPU. It was a great, great win.
Yoav Sharon… through that soft paywall were using our touch experience. Meaning, they don't necessarily have any piano at home or any keyboard home. We have some couple of touch courses on Simply Piano. So, they only enjoyed playing it, but they signed up for a year. We don't have any value for a year. So, this is not the audience that we're looking for. So, we're so bummed about it because it wasn't winning as we thought, but then we had a second lesson.
Yoav SharonThen when we looked deeper into the deeper segmentation, we realized that actually one segment did find real value in it and this was the segment of kids because kids, they love to really play and play the same songs again and again and again. They just enjoy it and it builds them, it gives them time until they're ready to get their first small keyboard at home. So, we added up taking it off our adults, all the accounts with only adults profiles and we kept the soft paywall for those accounts that have kids profiles on. And this works well for us, but it started as a really very surprising loss that we had for that test.
David BarnardYeah, that's fascinating. All right, last question as we wrap up and this is a fill in the blank. Growth would be easier if ...
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Tags: soft-paywall, segmentation, kids, long-term-metrics