Stronger · B2C · gamified workout tracker
Test when and how often the paywall shows before testing its wording
Founder says they now monetize per user among the best workout trackers; no numbers
Workedpaywallexperimentation
What they did
Brother runs paywall designs; tests in Superwall. Focus on macro variables first: how often users see a paywall, how hard it is, which features it's attached to and whether it matches the feature's messaging, and format (video paywall vs multi-stage). Only after a macro winner, test micro copy changes. Warns that a 2% difference after a one-week test is noise; micro changes need months of volume.
What happened
LTV per user started 'super low'; now 'probably one of the best at monetizing per user' among workout trackers
In their words
The Superwall Podcast · Peter Gillan - My App Makes $600k/Year Using This Easy Growth Strategy (copy me)“I think the main variable that's changed is how often we show a paywall, and also how hard that paywall is.”
“We try to do more macro-based changes, and then once you find a macro winner, then you can kind of narrow in and start doing some of those micro copy changes.”
“I think by A/B testing, we've been able to improve monetization a lot to the point where, in terms of workout trackers, we're probably one of the best at monetizing per user.”
Related topics
Get tactics like this every Monday
New tactics from the week's founder interviews, each linked to where it was said.
More from this episode
- Stronger: Post the same 6-second fade-in app screenshot Reel over and overEst. 150-300M views, a 100M-view month; low conversion and now fading
- Stronger: Copy a winning video across many accounts, changing a few words or colors each timeAdopted after a rival did it with ~10 accounts; no separate numbers
- Copy a rival's viral video format and post it from 10 accountsDownloads visibly ramped up; out-scaled the team that invented it
- Stronger: Design every feature to look great as a screenshot for social postsScreenshots are the main money-maker; founder claim, no numbers
- Stronger: Post 2-3 slide TikTok carousels of real, unpolished app screensHistorically their best-converting channel; weaker in the past year as 20 rivals copied
- Stronger: Post a rough founder video of a fun app feature before launch~15K followers in week one; then hit #3 in Health & Fitness at launch
- Stronger: Reply to comments with videos showing their lift as random objects in the appA series of viral videos; likely most of the account's 4.9M likes
- Stronger: Make everyone start a free trial first; free version only after they cancel~25% boost, their biggest ever; few complaints, but less sharing
- Stronger: Turn workout numbers into a strength rank users can show off12 months with no copycat; became the main marketing asset
- Stronger: Adapt viral video formats from other app niches, then test hooks by watch timeHow they find each new format; no numbers given
- Stronger: Keep content in-house; hire agencies only to scale a proven formatTwo founders make almost all content; few affiliates
- Stronger: Fund the app with government grants instead of investorsStayed bootstrapped; no amounts given
- Copy a rival's strength score and add game-style ranks for each musclePerformed 'brilliantly' per the guest; Stronger later added ranks too
- Runna: Give each running influencer their own workout plan in the appGuest says it built a strong brand and rocketed up the charts; no numbers
- Build the new app as a tile-based game that AI tools can't copy yet