Mojo · B2C · social media video maker
Judge every paywall and price test on revenue per user in the first 7 days
Chosen to shorten payback and fund more ad spend; worked well per guest
Workedexperimentationanalytics-attribution
What they did
Used ARPU in the first 7 days (ARPU7D) as the single success metric for all monetization experiments, to optimize new revenue, shorten payback and support scaling user acquisition. Seven days covered the 3-day trial plus a few days, and was a default window available in RevenueCat charts. Also monitored ARPU7D of new cohorts in RevenueCat charts after rollouts.
What happened
Guest says it worked well as a tracker of new revenue.
In their words
Sub Club by RevenueCat · How Mojo Increased ARPU 60% In Just Five Months – Michal Parizek, Mojo“Yeah, so our umbrella metric for all those monetization experiments was the average revenue per user in the first seven days.”
“specifically seven day because at that time we had three-day trial, so we wanted to have the window to be long enough to cover those three, four days.”
Related topics
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More from Mojo
All 11 Mojo tacticsMore from this episode
- Mojo: Show only the yearly plan first; tuck monthly behind a 'view all plans' buttonYearly plan uptake up ~15-20 points; one of three tests behind a 60% ARPU lift
- Mojo: Show the yearly plan as about $10 a month next to the $25 monthly planNew revenue +10% in the US and +30-40% in Brazil and Mexico
- Mojo: Price below the US-equivalent in Brazil and Mexico instead of just converting currencyLower prices won; part of the 60% ARPU lift, no separate number
- Mojo: Check 7-day cancellations before keeping a higher price that won on early revenueRejected a winning higher price after a yearlong model showed lost long-term revenue
- Mojo: Retest each winning paywall in every key market before rolling it outSeveral winners shipped only in some markets; ARPU of new cohorts kept rising
- Mojo: Use a long scrolling paywall with reviews and a free vs pro comparison in JapanNew revenue +20% in Japan; failed in the US, where a clean video paywall won
- Mojo: Show free users a paywall when they open the app, at most once a week~15% of new revenue from existing users; no complaints in reviews or support
- Mojo: Keep lots of features and content free on purposeOnly ~50% of payers convert on day one vs ~80% industry-wide
- Mojo: Run separate paywall tests at once in US, Europe and Latin America every week or twoSignificant results in 1-2 weeks per bucket; enabled the 60% ARPU lift in five months