Mojo · B2C · social media video maker
Show the yearly plan as about $10 a month next to the $25 monthly plan
New revenue +10% in the US and +30-40% in Brazil and Mexico
Workedpaywallpricing
What they did
Added a small line next to the yearly plan stating its monthly-equivalent price (about $10/month) so it contrasts with the monthly plan (around $25). A/B tested by market.
What happened
~10% lift in new revenue in the US; 30-40% in Latin America (Brazil, Mexico), which the guest attributes to price sensitivity in lower purchasing-power markets.
In their words
Sub Club by RevenueCat · How Mojo Increased ARPU 60% In Just Five Months – Michal Parizek, Mojo“we essentially added a small line next to our yearly plan, which says that's the price is equivalent of, I don't know, $10 a month. And that actually worked very well in comparison into that monthly plan, which was obviously higher.”
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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: 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