Pray.com · Christian prayer and devotional app
Stop asking for a phone number at signup
Phone field hurt subscription conversion; removing it helped monetization (no numbers)
Workedonboarding
What they did
The social network era required name, email and phone number to verify real people. For the consumer subscription funnel the phone number caused high drop-off, so it was removed from signup; they later found other ways to collect it.
What happened
Guest confirms asking for the phone number caused drop-off that blocked monetization, and removing it improved it.
In their words
Sub Club by RevenueCat · Building Trust with Users to Drive Revenue and Retention – Ryan Beck, Pray.com“that phone number was not working with consumer subscription. And it was tough to get it back in there.”
“You mean requesting the phone number would cause such high drop-off in- it caused such high churn that you couldn't then monetize. So by removing the requirement of a phone, you would then monetize better?”
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- Pray.com: Make faith versions of Calm-style content: bedtime Bible stories and sleep psalmsGuest says it made monetizing easy; no numbers
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- Pray.com: Run TV and radio ads to reach older people who trust TV more than online adsWorked well pre- and during the pandemic; TV agencies were blown away (no numbers)
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- Pray.com: Reply to every piece of feedback, and have founders call upset usersHow they handle 'faith should be free' pushback; no numbers
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