Pok Pok · B2C · kids play app
Double the subscription price, then check whether those subscribers stick around
Revenue more than doubled and conversions rose, but the higher-price cohorts' retention quickly tanked
Mixedpricing
What they did
Doubled the subscription price. Conversions held and even rose, so short-term revenue more than doubled. Looking at the cohorts soon after showed the subscribers who paid the higher price were not retaining. Host's lesson: pair price tests with cohort retention as a counter-metric; a price that feels unfair can also hurt word of mouth.
What happened
Revenue more than doubled with higher conversion at double the price, but retention of those cohorts quickly started to tank.
In their words
Sub Club by RevenueCat · Top Growth and Monetization Insights for Subscription Apps — Sylvain Gauchet, Babbel and Growth Gems“they talked about how they doubled their price and more than doubled their revenue. So, not only did they retain the same number of conversions, they actually increased conversions on double the price.”
“they realized that it quickly started to tank retention, that those those cohorts who paid more weren't retaining.”
Related topics
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More from Pok Pok
All 2 Pok Pok tacticsMore from this episode
- PhotoRoom: Launch with only a monthly plan so you see who cancels and can ask whyNo numbers; guest says monthly renewals show real retention early, at a cash-flow cost
- Reflectly: Ship one big change every week and compare the 7 days before and after
- Canva: Rewrite the paywall to say what users get out of it, not what engineers builtOne of the year's biggest growth wins, per a podcast the guest heard; no numbers
- Let fans buy your app as a gift, especially for December holidaysAbout a third of December sales; many gifts bought by existing customers
- Burner: Survey users on which features to charge for and what they'd payNo numbers; a heavy A/B-testing team still relies on it for context
- Rise Science: Use onboarding to convince people the app will improve their sleep, not to teach buttonsNo numbers; experimented a lot to nurture intent toward the paywall
- Send a follow-up offer to people who played with the paywall but didn't buyNo numbers; guest says some convert at a 10% discount
- Ask engaged monthly subscribers to switch to yearly a few months in