Mojo · B2C · social media video maker
Run separate paywall tests at once in US, Europe and Latin America every week or two
Significant results in 1-2 weeks per bucket; enabled the 60% ARPU lift in five months
Workedexperimentationpaywall
What they did
Used a third-party paywall platform so the PM could build and launch tests autonomously, cutting the cycle from weeks or months to days. Split new users into three geo buckets (US/Australia/Canada English, Europe, Latin America) and ran a separate test stream in each in parallel, launching on a weekly or bi-weekly cadence; each test ran 1-2 weeks until statistically significant.
What happened
Enabled the volume of experiments behind the 60% ARPU increase in five months.
In their words
Sub Club by RevenueCat · How Mojo Increased ARPU 60% In Just Five Months – Michal Parizek, Mojo“having a third-party paywall platform allowed me to being autonomous and iterate fast, and really shorten the cycle of actually coming up with the experiment, developing it, launching it from months or weeks to essentially day.”
“And we've run tests in all of them free in parallel. And each test lasted usually one or two weeks”
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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: Judge every paywall and price test on revenue per user in the first 7 daysChosen to shorten payback and fund more ad spend; worked well per guest
- 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