Reading.com · B2C · learn-to-read app for kids
On web funnels, charge upfront with a 30-day money-back guarantee instead of a trial
Lower conversion but better Meta signal and longer-staying users; few refunds; no numbers
Workedweb-to-apppaywallpaid-social
What they did
On all web funnels (not in the app), no free trial: users pay upfront with a prominent 30-day money-back guarantee. Paid ads, mostly Meta, then optimize on purchases rather than trial starts, so every conversion sent back to the ad network is a high-intent buyer.
What happened
Much lower conversion rate, made up for by higher-quality users who stay longer; few people request refunds.
In their words
Sub Club by RevenueCat · What Reading.com Learned Testing Prices and Funnels — Tim Dikun, Teaching.com“And so instead of offering a trial, we have a big, you know, 30-day money-back guarantee, and we just ask them to pay upfront. And that has done really well.”
“But when you have a purchase-only funnel, every user that gets sent back to the ad network is one that's high intent, high quality.”
“And, really, not many folks actually reach out for a refund.”
Related topics
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- Teaching.com: Drop Scrum and let developers change or kill features late in the buildScrum turned engineers into ticket-takers; dropped for late-change freedom