Tinder · B2C · dating app
Price the 7-day feature pass the same as a 7-day subscription, shown side by side
Less cannibalization and more revenue, but still not good enough
Mixedpricingpaywallupsell-expansion
What they did
Raised the a la carte Passport price again so the 7-day Passport costs the same as a 7-day Plus subscription (which includes Passport and more), and added an upsell on the paywall showing both: 'you can buy Passport, standalone a la carte, but also you can buy Plus subscription'. The subscription becomes the obvious better deal.
What happened
Reduced cannibalization and increased conversion revenue, but 'still not good enough', leading to t5
In their words
Sub Club by RevenueCat · Dynamic Paywalls That Drove Millions in New Revenue – Shawn Gong, Tinder“we increase the price again and then also have upsell on the paywall”
“for our seven-day Passport feature a la carte, the price is the same as seven day Plus subscription. So that case, David, you think like, oh, duh, then the seven-day plus subscription is a better deal”
“reduce the cannibalization, also increase the conversion revenue, but it's still not good enough”
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