Headway · B2C · book summary app
Offer a cheaper deal when someone taps a locked book or closes the paywall
The $29.99 triggered offer is the second-best-selling purchase
Workedpaywallpricing
What they did
When a free user selects a paid book they get the paywall; closing it shows 'Wait, here's a special deal for you' at 70% off. The $29.99 offer only appears in that locked-book flow. Host checked App Store in-app purchase rankings (sorted by quantity) to see it sells second-most after the $89.99 plan. Headway's Yeva told the host the flow 'does great'.
What happened
$29.99 triggered offer is the second most popular in-app purchase by quantity; Headway says the flow does great
“I hit X off of this, they say, "Wait, here's a special deal for you," and then they give me 70% off, right?”
“the second-most is this $29.99 that only shows up when somebody's going to select a paid book, right?”
“She's like, "Yeah, you know, it does great."”
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- Give the app away free for life briefly to get first usersSome apps got 100K downloads; 10K+ signals a winner
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- Redesign the onboarding and paywall around a personal learning planRevenue doubled, $200 to $400/month, on the same downloads
- Replace paywall graphics with a real photo, then a videoPhoto lifted conversion 3.5 to 4.7; video did best
- Use a yellow crown, not a star, for the button that opens the paywallThe yellow crown performed better; no numbers
- Label the paywall button 'Continue' on iOS and 'Start Free Trial' on AndroidHost says each wins on its platform, across all paywall screens
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- Life Reset: Put a 'please don't delete' message in the app icon's long-press menu
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