Yousician · B2C · music learning app
Before calling a paywall test, wait two weeks and check refunds and chargebacks
Refunds show up fast and can erase a paywall win; no numbers
Unknownpaywallexperimentation
What they did
For paywall tests, look at revenue per user but always also check refunds and chargebacks, waiting a couple of weeks since that effect appears quickly. Pay special attention when introducing a new payment method.
In their words
Sub Club by RevenueCat · Stop Celebrating Conversion Wins Before Checking Renewals – Sara Grana, Yousician“then I'm looking at revenue per user of course, but then I'm also having a look always on pre-funds or chargeback. So I always wait a couple of weeks what is happening there because that's like an immediate effect that you can see.”
Related topics
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More from this episode
- Babbel: Chart revenue from new, upgrading, renewing and returning subscribers, then explain each spikeSurfaces which past decisions moved revenue, e.g. a lifetime plan launch; no numbers
- Yousician: Set calendar reminders to recheck price tests at 3 and 6 monthsCatches price 'wins' that flip once renewals come in; no numbers
- Send an offer to people who turn off auto-renewLooked great, but users refunded first and then took the offer; net negative
- Judge a new lifetime plan against what a subscriber pays over timeTests otherwise wrongly crown lifetime, e.g. 250 vs 100 instead of 250 vs 300 euros
- Split renewal rates by plan, discount, and web vs app before reading themWeb buyers renew much better, so blended renewals rise from mix shift alone
- Yousician: Use monthly-plan renewals to set a warning threshold for yearly-plan test winners