Practitioner pattern · Thomas Petit (8fit)
Change the first-day experience so it shows within 24 hours who will pay
Game companies did this to survive the 24-hour SKAdNetwork window; no numbers
Workedanalytics-attributiononboarding
What they did
SKAdNetwork required conversion signals within 24 hours. Subscription apps were fine (most subscriptions start on day zero), but games usually monetize on day 7-30. Many game companies redesigned the day-zero experience to generate signals that qualify users' propensity to pay later (not to force day-one payment) and sent them back to Facebook.
What happened
Guest calls it a great example of marketing shaping the product.
- Stage
- Scale (scaling)
In their words
Sub Club by RevenueCat · Understanding When to Use Web2App and How to Do It Well — Thomas Petit, Independent App Consultant“a lot of gaming folks actually redesigned their day-zero experience so that they have the signals that they can send back early enough to to Facebook.”
“it's not about making people pay on the first day, it's about qualifying different segments of propensity to pay in the future.”
Related topics
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