Practitioner pattern · Jonathan Parra (Sells paywall design and A/B-testing services to app companies (mentions sales calls and customers 'working with us'))
Keep one-time offers at 25-33% off; save big sales for Black Friday
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What they did
Use 25-33% off on regular one-time-offer paywalls. Save large discounts for Black Friday / Cyber Monday; running too many or too-large sales trains freemium users to wait for deals and cheapens the product, so avoid big discounts especially for larger apps.
Related topics
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More from this episode
- Shorten plan names, add 'No commitment, cancel anytime', and label the button 'Continue'+10% conversion over the wordier paywall
- Cut the monthly plan; offer annual plus a weekly plan with 3 free daysBig conversion jump per the slide; exact number not read out
- Put 'No commitment, cancel anytime' on almost every paywallSmall but steady conversion bump, per the guest
- Show two plans, hide the rest behind 'View all plans', preselect annualGuest's standard setup; no numbers given
- When users close the paywall, show cheaper plans, then a 33%-off yearly dealNo result given; guest's go-to for apps that already test a lot
- For week- or month-long programs, show step by step how users will changeWorks across categories for journey-style apps, per the guest; no numbers
- Swap the feature table for 'Try it for 50% off' and a big screenshot+111% conversion; revenue per user also rose
- Make the paywall button about 65 points tall, with big text and an arrowGuest says bigger buttons and the arrow bump conversions; no numbers
- Start with a one-page paywall: headline, bullet list, reviews, buttonOne of the few layouts that performs well across categories, per the guest
- Test paywall design and plan mix first; leave price tests for laterGuest says design tests give the most mileage; no numbers
- Put a short video of the app in use on the paywallWon its A/B test; no numbers given
- Pedometer++: Make the paywall look like a plain Apple settings screenBeat more custom designs 'by quite a long shot'; worked again for a second app
- Give the top plan a dark, premium look that switches when users pick itMore users chose the top plan; no numbers
- Blinkist: Show the free trial as a timeline: today, day-5 reminder, day-7 billingStill a very high performer after years of copying, per the guest
- Charge about $20 a month for an AI chat app tuned to one nicheUsers pay for it, per the guest; no revenue shared