Sizzle AI · B2C · AI learning app
Buy test traffic with your best ad and run 3-4-way paywall tests in days
Cost per purchase fell from ~$500 to ~$300 within days
Workedexperimentationpaywallpaid-social
What they did
Take a winning (top-10%) creative and split paid traffic by goal. Most goes to 'crazy testing': send tens of thousands of installs in a few days into 3- and 4-way experiments on the paywall and other in-app steps, accepting up to ~$200 cost per purchase (vs $50-$100 profitability targets) as long as it isn't $1,000-$2,000. ~20% of traffic is held to profitability targets using churn (3-7 months) and LTV ($30-$70+ per purchase) by country and device. Keep the two data sets separate so a $300 CPA on test traffic doesn't lead to turning everything off. Also tried new audiences such as teachers and tutors.
What happened
Cost per purchase dropped from ~$500 to ~$300 within days of rapid in-app experiments (depending on targeting).
- Stage
- growth
In their words
The Superwall Podcast · Yev Marusenko - How I Grow Viral Apps to 1M+ Downloads (just copy me)“anytime I'm split testing part of the app usage, I kind of like don't care about the cost per purchase, because I'm sending in tens of thousands of installs to optimize that data within a few days.”
“It's like within days, I do three-way experiment, four-way experiment. I'm testing like crazy things like in the paywall, other parts of the app, and right away that cost per purchase goes from $500 to $300 per, depending on what I'm targeting.”
“I don't blend this data with the rest, because you might make a decision where like, "Uh, it's $300 cost per purchase, turn it all off."”
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