Practitioner pattern · Sylvain Gauchet
Ask engaged monthly subscribers to switch to yearly a few months in
Unknownupsell-expansionpricing
What they did
Don't only push the longer plan at sign-up, when users haven't seen value yet. Find engaged monthly subscribers (e.g. after their first 3 months) and pitch the yearly plan as a way to save money. Later the upsell can also be to a higher tier (pro/elite/platinum) rather than just a longer duration.
In their words
Sub Club by RevenueCat · Top Growth and Monetization Insights for Subscription Apps — Sylvain Gauchet, Babbel and Growth Gems“Most businesses only ask customers to upgrade to a longer-term plan when they first sign up. The issue is that these customers haven't seen the value of the product yet. You need to ask for the upgrade beyond sign-up.”
“It can be after, you know, the first 3 months. You can you can essentially hit them up and, you know, say, "Hey, if you get yearly, you're going to save money."”
Related topics
Get tactics like this every Monday
New tactics from the week's founder interviews, each linked to where it was said.
More from this episode
- Pok Pok: Double the subscription price, then check whether those subscribers stick aroundRevenue more than doubled and conversions rose, but the higher-price cohorts' retention quickly tanked
- PhotoRoom: Launch with only a monthly plan so you see who cancels and can ask whyNo numbers; guest says monthly renewals show real retention early, at a cash-flow cost
- Reflectly: Ship one big change every week and compare the 7 days before and after
- Canva: Rewrite the paywall to say what users get out of it, not what engineers builtOne of the year's biggest growth wins, per a podcast the guest heard; no numbers
- Let fans buy your app as a gift, especially for December holidaysAbout a third of December sales; many gifts bought by existing customers
- Burner: Survey users on which features to charge for and what they'd payNo numbers; a heavy A/B-testing team still relies on it for context
- Rise Science: Use onboarding to convince people the app will improve their sleep, not to teach buttonsNo numbers; experimented a lot to nurture intent toward the paywall
- Send a follow-up offer to people who played with the paywall but didn't buyNo numbers; guest says some convert at a 10% discount