Tinder · B2C · dating app
Offer the subscription first; show the one-off purchase only to people who say no
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What they did
Using the paywall ML model, users are shown the subscription first; those who don't buy are then shown the a la carte Passport as a 'second chance'.
In their words
Sub Club by RevenueCat · Dynamic Paywalls That Drove Millions in New Revenue – Shawn Gong, Tinder“let's use our perfect ML model again, so we will show users subscription first. If you don't want to buy subscription, we show you a la carte, so we'll give you a second chance”
Related topics
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More from Tinder
All 22 Tinder tactics- Put a toggle in the top bar that opens a new paid tierAbout $50M in revenue from one small A/B test
- Keep dating free for most users so there are plenty of people to match85-90% never pay; the 10-15% who do fund the business
- Sell a paid 'super like' that stands out from a normal likeSuper Likes are 3x more likely to get a match
- Give each paid feature its own paywall and check its sales every morningShowed 2-3 features drive most new subs; weak ones were made free
- Offer three subscription levels and sell extra boosts on topFormer CPO calls it one of the best ways to price consumer apps; no revenue split given
- Let people start swiping in two minutes using Facebook login and photosOnboarding cut from ~20 minutes to under 2; brought younger people into online dating
More from this episode
- Tinder: Use a prediction model to show each user just the one plan they'll likely buyEstimated multimillion-dollar yearly revenue gain in an A/B test
- Tinder: Sell the travel feature on its own for 1 day, 3 days or a weekConversion jumped, but it pulled buyers away from the cheapest subscription
- Tinder: Raise the price of the standalone feature so it stops stealing subscriptionsFewer lost subscriptions, slightly lower conversion, higher total revenue
- Tinder: Price the 7-day feature pass the same as a 7-day subscription, shown side by sideLess cannibalization and more revenue, but still not good enough
- Tinder: Add an even pricier top tier for the biggest spendersDidn't fit a mass-market brand; being scaled down