Unnamed company
Make the paywall's continue button blink
Raised conversion, secondhand; no numbers
What they did
What happened
In their words
Make Ugly Ads to Grow Your App – Yuliya Lennox (Solid Starts)
Yuliya Lennox… in your app and see how it works. And sharing doesn't mean that you are losing something. It always means that you are gaining something. So I would actually tell to more marketers, share your wins. It doesn't mean that everybody will get the same results because no matter what we are sharing, no matter how we are doing it's so much different from industry to industry. It just keeps your creative juices flowing and this is what we actually need.
Yuliya LennoxBecause I think that at some point, someone somewhere added a blink on the continue button. You know the... And turned out it increases your conversion. And these ideas that don't come to just one head and this is why my dream goal for this is what I talk about with every RevenueCat representative out there, that we should have a camp for marketers where we work on one problem and actually try to solve it because this will be beneficial for every company actually in the world. This is why we are not failing, but as an industry, we are not growing fast enough because everybody's so siloed. If we were doing it all together, if every company in America as well, if we were trying to raise it all to grow it all together, it'll be much bigger results. But of course there are so many people that come to presentations and don't show their best …
Yuliya LennoxThat is bullshit. You shouldn't do that. You should share. And the faster we iterate, the faster we grow. But also just have a peer group, just have a peer group where you can set up these weekly calls and say, "Oh, I tested this. How did it go?" Because we met at the mansion party and one of the things about it was that there were nobody selling anything and you could actually talk about with app founders. And it is such great conversation where …
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More from this episode
- Keep testing new ads until one sharply cuts costs, even if current ads work
- Run ugly ads that show the product and the pain in the first secondOne ran for years; called 'the best ad ever'; no numbers
- Run a trendy AI 'fruit babies' ad for a doctor-backed baby feeding brandBacklash: parents questioned whether to trust the brand
- Have the founder join every marketing meeting and write the ads himselfApp reached #2 after Duolingo; link to this is loose
- Win your home market first, then add languages one by oneLiked locally, then expanded; later #2 after Duolingo
- Test new ads at $10/day in Indonesia, not $1,000/day in the USSame test signal at ~1% of the cost
- Fully translate and adapt an app for Japan with a Japanese speakerDidn't work at all; harder than expected
- Run paid ads from the start alongside organic growthOrganic-only apps plateau; paid added late often ate into organic
- Share test results across apps and with a weekly peer group
- Sign a celebrity like Hilary Duff for brand adsBig influx almost at once, secondhand; ROI hard to measure
- Hire people obsessed with the problemCredited for product quality; no numbers
- Have the core team work ~17-hour days, six days a weekSaid to lead the field now; no numbers
- Translate the app into many languages with AI and test nearby marketsHer biggest win of the year; Turkey converts well; no numbers
- Sell a $1 plan after a 60-question quiz, then stack add-ons to ~$350Buyer got half back after demanding a refund; invites regulation
- Run three apps at once with one teamBiggest fail of the year: attention spread too thin
Tags: cta, animation, continue-button