Tinder · B2C · dating app
Raise the price of the standalone feature so it stops stealing subscriptions
Fewer lost subscriptions, slightly lower conversion, higher total revenue
Workedpricing
What they did
After the standalone Passport cannibalized Plus, tested a higher a la carte price and measured conversion, subscription cannibalization and total revenue. Price amounts not given.
What happened
Cannibalization fell as expected, conversion dipped a little, total revenue went up
In their words
Sub Club by RevenueCat · Dynamic Paywalls That Drove Millions in New Revenue – Shawn Gong, Tinder“we should increase the price for a la carte and to see how that will change the conversion and then subscription cannibalization”
“the subscription cannibalization reduced as we expected, and then the conversion reduced a little bit, but total revenue actually went up”
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