ElevenLabs app · B2C · AI voice creation app
Test paywall ideas in two sibling apps at once and swap notes
Unknownexperimentationpaywall
What they did
Both app growth leads test their own paywall hypotheses at the same time and compare notes, roughly doubling or quadrupling the surface area for learning.
- Stage
- growth
“For example, we're testing paywalls right now and we're going through an exercise where I'm testing a couple of hypotheses, Jack's doing the same, and we're curious to see what... We almost double or quadruple our surface area for learning.”
Related topics
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More from this episode
- ElevenReader: Sell hours of listening instead of AI credits, and drop a planCalled the app's biggest win of the year; no numbers shared
- ElevenLabs app: Offer one price in the mobile app and test offers around itKeeps pricing simple and the team accountable; no numbers shared
- ElevenReader: Keep tuning the onboarding quiz without testing a no-onboarding versionBiggest fail of the year; too many cycles spent on onboarding experiments
- ElevenReader: Cut onboarding down so people upload a book and pick a voice fastWorked better than quizzes and goal setting; no numbers shared
- ElevenLabs: Launch about once a month to earn press, then buy the brand searches it createsBelieved to lower CPA/CPI and compound across launches; never measured
- ElevenLabs: Write the launch Twitter thread first, then turn it into a video
- ElevenLabs app: Test new ads without needing week-one payback, reviewing each channel weekly
- ElevenLabs: Hire a creator on staff to film short videos for launches
- ElevenLabs app: Share UGC creators, tools and tracking setup across sibling apps
- ElevenLabs: Build separate apps for separate uses, each with its own brandWorked twice so far, per the speaker
- ElevenLabs: Run the company as 10-12 small teams that each own design, build and growthSpeakers credit it for shipping speed; no numbers
- ElevenLabs: Hire engineers who build side projects, judged by their public GitHub
- ElevenLabs: Tell users how many hours their voice agents have run, so they share it
- ElevenReader: Watch Reddit, Discord and X for what people share, then push itUsers post screenshots of surprising voices; still iterating
- RevenueCat: Launch a mobile app with a home screen people want to screenshotAbout 100x more sightings on X overnight; mobile usage near dashboard usage
- Canva: Spin out a separate app for one use case of the main productWon Apple awards but failed on acquisition and retention; folded back in
- Canva: Plan a launch 12 months out, with 3 months on messaging
- Lower the price to keep customers who are churningFailed; maybe one extra month retained if they don't care about the product