Tinder · B2C · dating app
Sell the travel feature on its own for 1 day, 3 days or a week
Conversion jumped, but it pulled buyers away from the cheapest subscription
Mixedpricingpaywall
What they did
Passport (travel mode: swipe anywhere in the world) was previously only in the subscription. Chosen for unbundling because only some users need it, occasionally (when travelling or meeting people outside their city) and they don't want a subscription commitment. Offered as a standalone a la carte purchase for 1 day, 3 days or a week to capture non-subscribers. Criteria used: features whose use is situational (like Boost, Super Like) suit a la carte.
What happened
Conversion 'went crazy' but cannibalized Plus subscriptions; price likely too low
In their words
Sub Club by RevenueCat · Dynamic Paywalls That Drove Millions in New Revenue – Shawn Gong, Tinder“they can use it for one day, three day a week based on the offers we provided”
“the conversion went crazy. It was great. However, we noticed like, oh, that hurts our Plus subscription because some user decided to only buy this feature not to buy subscription”
Related topics
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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: 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: Offer the subscription first; show the one-off purchase only to people who say no
- Tinder: Add an even pricier top tier for the biggest spendersDidn't fit a mass-market brand; being scaled down