A consumer subscription apps · B2C · host's own apps
Test one strong testimonial against star ratings on the paywall
The single testimonial did a little better
Workedpaywallexperimentation
What they did
Host A/B tested a paywall with one killer testimonial against versions showing the average rating and the number of ratings.
What happened
One killer testimonial did 'a little bit better'.
“We saw a little bit better with that one killer testimonial versus like average rating, the sheer number of ratings.”
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
- Use a 3-page paywall: try it free, we'll remind you, people love it~19% ARPU lift vs a one-page paywall, across many apps
- On the paywall, show one great review or an App of the Day badgeGuest says these work well across apps; results vary by app
- Let people pick: 3-7 days free, or 30 days for $4.99, both on yearly~11% pick the paid trial; first purchases jump; fails if priced $2.99 or less
- Offer the first month for $1.99Didn't beat the control; guest says $1.99 is priced too low
- Add a paid intro offer to the paywallARPU up ~30%, conversions up ~25%
- When someone closes Apple's payment sheet, offer 7 free days instead of 3~20% more ARPU than a discount offer
- Send yearly buyers to web checkout; keep weekly and monthly in the appAvoids the billing failures and fraud seen on short web plans; no numbers
- Once Apple takes 30%, send paywall purchases to a web checkoutAt least ~11% more ARPU; fewer buy up front but more stay
- Headway: Have the paywall's Continue button open a web checkout, with an in-app option
- Drop the free plan; offer 3 paid tiers, each with a free trialPeople mostly pick the biggest tier; guest says it beats freemium
- Make sure 80-90% of new users see a paywall in their first sessionRevenue rises in step with the share who see a paywall
- Price lifetime at least 3.5 times the yearly plan so yearly looks goodGuest's rule; says cheap lifetime just adds a decision
- Test price and plan layout first, and never test two kinds of change at onceGuest says price tests are fastest and have outsized impact
- Charge about $40 for lifetime access in party game appsHost says $40 works best for these games in App Masters' experience
- Add a dark version of the paywall for people using dark modeLost: the light-only paywall converted better
- Change the paywall headline based on what the user said in onboardingNo difference vs a standard headline
- RoboKiller: Appeal App Store rejections by explaining why your app needs the featureApple approved the contacts permission after the appeal