Simply Piano · B2C · piano learning app
Show a soft paywall after onboarding, then keep it only for kids' accounts
Big early ARPU win; adults without a piano didn't stay, so kept it for kids only
Mixedpaywallonboarding
What they did
'Premium awareness test': a soft paywall at the end of Simply Piano onboarding. It won significantly on ARPU and ran for months, but subscribers it brought mostly used the touch-screen courses and had no piano or keyboard, so got little yearly value. Deeper segmentation showed kids did find value (replaying songs before getting a keyboard), so it was removed for adult-only accounts and kept for accounts with kid profiles.
What happened
Significant ARPU win at first, then poor-fit adult subscribers found months later; now kept only for accounts with kid profiles, which works well.
- Effort
- Ran for many months before the problem was found
In their words
Sub Club by RevenueCat · How Simply Finally Cracked Facebook Ads with Web Funnels – Yoav Sharon, Simply“in Simply Piano we introduced a soft paywall at the end of onboarding”
“This test was fantastic significantly on ARPU.”
“So, we added up taking it off our adults, all the accounts with only adults profiles and we kept the soft paywall for those accounts that have kids profiles on.”
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