A subscription apps · B2C · App Masters' own apps
Remove the X from the paywall so people must start a trial
Install-to-trial 13% vs 6% with the X; trial-to-paid barely changed
Workedpaywall
What they did
On one App Masters app, compared a hard paywall (no X to dismiss) against the same paywall with an X. Tracked via daily Mixpanel emails. Steve's view: works best when the app is niche and solves one problem well; he is moving more apps to hard paywalls and tells people with low trial-start rates to 'do a hard paywall'.
What happened
Install -> trial 13% with the hard paywall vs 6% with the X; trial -> paid did not change much.
- Stage
- live app
“when we put a hard paywall in, we're converting 13% install to trials, and then when we have the X, it dropped down to 6”
“the trial to paid didn't change much. Like it was still converting, so the more niche you can go, the more like your app solves one particular problem really well”
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