Shot Pattern · B2C · golf strategy and GPS app
Cut your paywall down to almost no words
Trial starts rose each round, but trial conversion and LTV fell
Mixedpaywallexperimentation
What they did
With a contractor, ran three paywall experiments in a row, each shorter than the last, removing words until the paywall felt like almost nothing. Each was judged on trial start rate.
What happened
Trial start rate went up each time, but the winner had lower trial conversion and lower LTVs; the team realized it was optimizing the wrong metric
- Stage
- scale
- Effort
- Three sequential A/B tests
“So, we started running paywall experiments, and it and basically, these three experiments that we ran together is like shorter, shorter, shorter.”
“the winning paywall did have a higher trial start rate, but the trial conversion rate was lower, the LTVs were lower.”
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- Make a quick screen recording of the app with auto captions and run it as an ad$0.70 installs vs $3.50-4 revenue per download; drove 2024 to ~$185K
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