Yousician · B2C · music learning app
Use monthly-plan renewals to set a warning threshold for yearly-plan test winners
Unknownexperimentationanalytics-attribution
What they did
When most test users buy a 12-month plan, don't wait a year: when the test result lands, model scenarios of renewal rates (e.g. 10% lower or 5% higher) for each plan, and watch how the 1-month plan renews as a proxy. Set a threshold (e.g. if it drops below 10) that signals the 'winner' is actually the loser.
In their words
Sub Club by RevenueCat · Stop Celebrating Conversion Wins Before Checking Renewals – Sara Grana, Yousician“If the one month was to renew at this 10% less or 5% more, whatever you want based on the result of your test, what would happen.”
“You keep an eye, okay, if this goes below 10, then I know we are in trouble. I know that probably the winner is actually the loser.”
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
- Yousician: Before calling a paywall test, wait two weeks and check refunds and chargebacksRefunds show up fast and can erase a paywall win; 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