Drop the paywall after onboarding; show the lookalike result fast and ask later

Joseph ChoiFor Celebs, could you give me one example of a pretty big test with that you ran like millions of users that had a big lift?

Patrick Stuart-ConstantRemoving a paywall at onboarding, funny enough, was a big win on Celebs. Generally, it's a good practice to have a paywall at the end of your onboarding. Here, the big win was removing it and actually just getting the users as quickly as possible to the moment of maximal intrigue, basically.

Pablo SánchezFor instance, that's a test that we have tried many times in the flow of evolution of the product. One day, it didn't work. Then, didn't work either. And one day, suddenly, it worked. It is all together is going to be taking part on that. But yeah, like Patrick said, removing the paywall in the onboarding against all the rules of the industry was a big win for us.

Joseph Choi… onboarding versus pay not no paywall during onboarding. It's like what answers they gave during the onboarding, gender, like there's just so many other A/B tests that you can run in different combinations that it makes sense that you would just you you can't just like run it once, you want to see like which variables like really impact. So why do you think that in this case, like the removing the paywall actually increased revenue per user?

Pablo SánchezWe can get conversion in 10 different places in the app. Probably it's a matter of we manage to optimize all down the final places, so it was making more sense to let the users go inside the app without the friction of a paywall, because our other placements are performing better. So in the end, when you get your result, when you want to share, when you reopen the app, we were grabbing better attention and getting better conversion.

Pablo SánchezAnd that's simple, like when you fix parts of your app, if the first one disappears, because it's uh half friction, half conversion. If you remove conversion and friction, but you get extra conversion down the funnel, it turns into better results. And also, basically, part of the users we were losing at the onboarding, in the new app, are converting very well down the funnel, and the math make sense.