An app tested by a colleague of the guest
Change the paywall headline based on what the user said in onboarding
No difference vs a standard headline
No effectpaywallexperimentation
What they did
A colleague tested a paywall headline tailored to a user's onboarding input against a standard headline.
What happened
No statistically significant difference.
- Effort
- one A/B test
“he ran a test where he changed the headline on the paywall based on a user input”
“there's no statistical difference in that”
Related topics
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More from this episode
- Use a 3-page paywall: try it free, we'll remind you, people love it~19% ARPU lift vs a one-page paywall, across many apps
- On the paywall, show one great review or an App of the Day badgeGuest says these work well across apps; results vary by app
- Test one strong testimonial against star ratings on the paywallThe single testimonial did a little better
- Let people pick: 3-7 days free, or 30 days for $4.99, both on yearly~11% pick the paid trial; first purchases jump; fails if priced $2.99 or less
- Offer the first month for $1.99Didn't beat the control; guest says $1.99 is priced too low
- Add a paid intro offer to the paywallARPU up ~30%, conversions up ~25%
- When someone closes Apple's payment sheet, offer 7 free days instead of 3~20% more ARPU than a discount offer
- Send yearly buyers to web checkout; keep weekly and monthly in the appAvoids the billing failures and fraud seen on short web plans; no numbers
- Once Apple takes 30%, send paywall purchases to a web checkoutAt least ~11% more ARPU; fewer buy up front but more stay
- Headway: Have the paywall's Continue button open a web checkout, with an in-app option
- Drop the free plan; offer 3 paid tiers, each with a free trialPeople mostly pick the biggest tier; guest says it beats freemium
- Make sure 80-90% of new users see a paywall in their first sessionRevenue rises in step with the share who see a paywall
- Price lifetime at least 3.5 times the yearly plan so yearly looks goodGuest's rule; says cheap lifetime just adds a decision
- Test price and plan layout first, and never test two kinds of change at onceGuest says price tests are fastest and have outsized impact
- Charge about $40 for lifetime access in party game appsHost says $40 works best for these games in App Masters' experience
- Add a dark version of the paywall for people using dark modeLost: the light-only paywall converted better
- RoboKiller: Appeal App Store rejections by explaining why your app needs the featureApple approved the contacts permission after the appeal