Mojo · B2C · video editing app
Keep a generous free tier, then show free users a paywall at launch once a week
About half of conversions come after day 0 vs ~15-20% industry-wide
Workedpaywallupsell-expansion
What they did
Generous freemium tier. After a user declines the first paywall, show a paywall on app launch once a week to those free users.
What happened
Only ~50% of conversions happen on day 0 (industry ~80-85%); about half of revenue comes from users converting after day 0.
“for Mojo, they start showing um a paywall on launch once a week after people have declined the first paywall”
“50% of their revenue is coming from those people who are converting after that Day 0”
Related topics
Get tactics like this every Monday
New tactics from the week's founder interviews, each linked to where it was said.
More from Mojo
All 22 Mojo tactics- 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
- 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
- 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
- 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
- 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
- Ship a rough first version in 2 months and charge from day one30 free trials on launch day, against a goal of one
More from this episode
- Remove the X from the paywall so people must start a trialInstall-to-trial 13% vs 6% with the X; trial-to-paid barely changed
- For a use-it-a-few-times AI app, sell weekly with a 3-day trial3x revenue from the same number of downloads
- Label the paywall button 'Continue' instead of 'Start free trial''Continue' did better on iOS; 'Start free trial' did well on Android. One data point
- When people close the 7-day trial paywall, offer 14 free days instead of a discountClients say 14 days worked much better than 7; no numbers
- Coconote: When someone cancels a free trial on the web, offer more free time16% of would-be cancellers took the longer trial
- Duolingo: Cut the free trial from 14 to 7 days to get test results twice as fastDoubled the experiment rate and raised conversions overall
- Duolingo: Write 'Try for $0.00' on the trial button instead of 'Try for free'Worked well for Duolingo; not guaranteed for other apps
- Rise Science: On your web funnel, spend time selling the problem before the fixWeb became where the app-first sleep app finally found success; no numbers
- If few people search the App Store for your app, send everyone to a web funnelOver $10K MRR, all from web traffic
- Fabulous: Set up AI agents that watch competitors' apps and ads and write reportsReplaces what would be a full-time analyst job; no numbers
- Weather Up: When someone leaves a hard paywall, send a push offering 7 free daysFew took it and few of those paid; being replaced
- Weather Up: Let people close the paywall, give them 7 free days, then lock the app
- Weather Up: Ship a big update that gets featured by Apple and the press~$100K in the update year with almost no ads; halved the next year without updates
- On Google Play, turn on the grace period and keep retrying failed paymentsBilling-error cancellations drop about a third (31% of cancellations are billing errors)
- Require payment or a trial up front instead of offering a free tierMedian 10% of downloads pay by day 35 vs 2% freemium; retention no worse