Mojo · B2C · social media video maker
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
Workedpaywallupsell-expansion
What they did
Ran a paywall campaign for existing free users triggered on app open, with frequency capped at one paywall per week however often they open the app. Alternative trigger suggested: after a key engagement event (e.g. sharing). Checked support and did a thorough App Store review analysis for complaints. Works alongside a generous free tier.
What happened
Drove about 15% of new revenue from the existing user base; support and review analysis found no complaints about it.
In their words
Sub Club by RevenueCat · How Mojo Increased ARPU 60% In Just Five Months – Michal Parizek, Mojo“So that paywall campaign actually drove, I think, about 15% of new revenue from the existing user base, which is just pretty a lot and it's super simple to set up.”
“It was on app open, but it was, I think the frequency is set to one paywall per week.”
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 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: 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