Momingo · B2C · bus and train times app
When someone closes the paywall, give them a free week of Pro anyway
Paywall closers who paid rose from 0.4% to 4.5%
Workedpaywallonboardingnotifications
What they did
Onboarding is benefit-led (not features) with social proof on every screen. Tapping the free trial shows 'Welcome to Pro'; tapping X shows 'Enjoy a week of Pro on us' and walks the user through Pro features. During the week, Pro-labelled notifications (bus/train alerts) show what goes away without a subscription, and ads are removed. Before the week ends the app says it's about to end, then offers a discount.
What happened
Conversion among users who closed the paywall went from 0.4% to 4.5%.
- Stage
- Exit (paywall exit)
“If you hit X on this, he says, "Enjoy a week on of Pro on us," and then boom, boom, boom, he gets you on the way.”
“These are people who are using who closed the paywall. They never they never converted, only 0.4 converted. But after he did this reverse trial, he saw 4.5.”
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 Momingo
All 3 Momingo tacticsMore from this episode
- Ahead: When someone closes the paywall, offer a free Paramount+ month plus 30 more daysAbout 10% of paywall closers claim, vs 0.1-0.2% who normally come back; early data
- Encore: Run a free 30-day test on half the customer's users; charge only if it wins
- When someone cancels a free trial, push 50% off, then a free monthHost says the discount got good results; no numbers
- Put a $1.99 first month next to the 7-day free trial on the paywallHost says it performs a bit better; no numbers
- Hily: End onboarding with a $2.99 one-time boost instead of a subscriptionHily told the host it works; no numbers
- After people close the paywall, offer a cheap one-time pack instead
- Commit: When users finish a habit, unlock a surprise with free brand deals
- Use things that are free in the app to get more ratingsRatings doubled; average rose from 4.5 to 4.7 stars
- Add extra keywords in the Spanish (Mexico) listing to rank in the USWorks better than Arabic, Chinese or Vietnamese listings; no numbers
- Put keywords before the app name in the store titleLittle change on Apple; works better on Google Play
- Show the paywall before asking for a phone number or emailHost has seen huge drop-offs at sign-up screens placed before the paywall