Mojo · B2C · social media video maker
Show only the yearly plan first; tuck monthly behind a 'view all plans' button
Yearly plan uptake up ~15-20 points; one of three tests behind a 60% ARPU lift
Workedpaywallpricing
What they did
Originally the first paywall screen showed yearly and monthly plans side by side. The test moved the monthly plan under a 'view all plans' button so it wasn't visible at first glance, leaving the yearly plan as the default.
What happened
Yearly plan adoption rose about 15-20 percentage points, increasing new revenue.
In their words
Sub Club by RevenueCat · How Mojo Increased ARPU 60% In Just Five Months – Michal Parizek, Mojo“And then we've tried putting the monthly plan under a view all plans button so it wasn't really visible on the first glance, and that really helped drive our yearly plan adoption a lot.”
Related topics
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More from Mojo
All 22 Mojo tactics- 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
- Ship a rough first version in 2 months and charge from day one30 free trials on launch day, against a goal of one
- Give one person all paywall tests; test big changes first, then small onesMany experiments run by one person; founder credits it for monetization gains
- Match each week's ad spend to that week's trials, by country and platform
- Offer a generous free tier and show free users a paywall once a weekOver 50% of revenue comes after day one, vs ~80% on day zero for most apps
- Show the paywall at the end of onboarding, before people try the appStill brings in most free trials today
More from this episode
- 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
- 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