Phiture · B2B · mobile growth consultancy
Test paywalls by building them as full-screen in-app messages
Works, and banners converted surprisingly well; messages sometimes fail to load
Mixedpaywallexperimentation
What they did
Choose a CRM/in-app messaging tool that allows custom in-app message designs. Build full-screen messages that look like native paywalls and A/B test them as a proxy for paywall tests; also test banner and interstitial formats, scratchcard-style gamified messages, and video. Caveat: messages depend on servers loading, so some users don't receive them; keep crucial early-onboarding paywalls native.
What happened
Banner formats had surprising conversion results; delivery glitches make it unsuitable for critical paywalls.
- Stage
- Scale (scaling)
In their words
Sub Club by RevenueCat · How to Boost Retention with Subscription Lifecycle Messaging — Alice Muir, Phiture“We've had situations where we've created full-screen in-app messages so that they look like native paywalls.”
“in-app messages are reliant on the servers loading. And so sometimes there's glitches here and there where not everybody receives the in-app message”
“we've also tested like banner formats that have had really surprising conversion results”
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