Pok Pok · B2C · kids' play app
Double the monthly subscription price
More than doubled revenue, but the higher-price cohort churned much faster
Mixedpricing
What they did
Pricing experiment on a kids' app that doubled the price of the monthly subscription. Because it was a monthly plan, churn data came back quickly.
What happened
Conversion held up so well that revenue more than doubled, but the cohort paying the higher price churned at a much higher rate.
In their words
Sub Club by RevenueCat · How’s Your App Really Doing? The State of Subscription Apps 2023“And they were talking about how they did some pricing experimentation where they doubled the price of their monthly subscription, and saw more than double the revenue by doubling their price.”
“is that that cohort that paid the higher price churned at a much higher rate.”
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More from Pok Pok
All 2 Pok Pok tacticsMore from this episode
- None to Run: Write one blog post on why Couch to 5K injures beginners, and share it in your Facebook groupLaunch cohort: 20%+ trial starts, ~90% trial-to-paid; drifted down as store traffic grew
- AllTrails: Rank first in Google for every trail and keep the subscription cheapHost believes very low acquisition cost and strong retention; no numbers
- Launch Center Pro: Skip the paywall during onboarding, then block users once they're using the appHost calls it a mistake: a surprise block is 'a terrible experience'
- RevenueCat: Publish a yearly benchmark report built from your customers' anonymized data