Mojo · B2C · social video editing app
Push yearly plans so ad spend pays back in about 30 days
Skips LTV prediction entirely; no results reported
Unknownanalytics-attributionpricingpaid-social
What they did
With SKAdNetwork limiting attribution, the UA lead (running Apple Search Ads, Meta and TikTok on an ROI basis) gave up on predicted LTV and instead pushed the yearly plan so cohorts pay back in roughly 30 days.
- Stage
- Scale (scaling)
In their words
Sub Club by RevenueCat · Growing to $1M MRR with Paywall and Pricing Experiments — Francescu Santoni, Mojo“The core thing first that we gave up in a way that we don't do PLTV and stuff, we push a lot more the yearly plan to make that much easier.”
“Exactly, you want to get the payback in 30 days kind of ish.”
Related topics
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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
- Keep a generous free tier, then show free users a paywall at launch once a weekAbout half of conversions come after day 0 vs ~15-20% industry-wide
- 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
More from this episode
- Mojo: Ship a rough first version in 2 months and charge from day one30 free trials on launch day, against a goal of one
- Mojo: Show the paywall at the end of onboarding, before people try the appStill brings in most free trials today
- Mojo: Give one person all paywall tests; test big changes first, then small onesMany experiments run by one person; founder credits it for monetization gains
- Mojo: Raise prices above other video apps to aim at small businessesRevenue per user up about 50%; lighter users churn more
- Mojo: Double the price in Turkey to keep up with inflationTested and rolled out; founder says the effect was positive, no numbers
- Mojo: Make a new kind of Instagram story people ask about, so users spread the appGrew to several hundred thousand dollars a month with $0 on ads
- Mojo: Pay influencers in new countries to post about the app on their accountsUnprofitable at first; Brazil took off weeks later and is now a top 3-5 country
- Mojo: Match each week's ad spend to that week's trials, by country and platform
- Mojo: Put off email and push campaigns while they would add little growthReached $1M+ monthly revenue without CRM; expected gain was single digits