Mojo · B2C · social media video maker
Use a long scrolling paywall with reviews and a free vs pro comparison in Japan
New revenue +20% in Japan; failed in the US, where a clean video paywall won
Mixedpaywalllocalization
What they did
Tested in Japan a long scrolling paywall with lots of information, social proof/reviews and a clear free-tier vs pro-tier comparison. The same design was tested in the US, where a cleaner design with a slider, background videos and punchy messages performed better.
What happened
~20% lift in new revenue in Japan; failed in the US.
In their words
Sub Club by RevenueCat · How Mojo Increased ARPU 60% In Just Five Months – Michal Parizek, Mojo“It was a long scrolling paywall with a lot of information. There was lots of social proof or reviews. There was a clear comparison between the free tier and the pro tier, and that design actually worked incredibly well in Japan”
“Actually in the US, more easy to read or more cleaner design with a slider and the videos in the background, and just very punchy messages work much better”
Related topics
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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: 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