All tactics

“proof of pay is all about ladders, right? You start with a low price and you work your way up to you find a price that works”

“all we did was change the layout so that it presented the annual upfront and reduced risk of actually starting the free trial. So we didn't change the price, we didn't change the positioning. It was simply a UI shift, which had a massive impact for us.”

“It was just charging a one-time fee of like $2, $3. No paywall on onboarding, no nothing. It was just very much undermonetized.”

“The start trial rate went from 6% to 13% with the hard paywall. This was 6%. Trial-to-paid did not change, and that's the number you got to look at.”

“we were able to retain 25% of people from canceling, which we felt like was pretty big”

“all we did was mapping their trial event to trial and their cost per purchase/the actual cost per trial went down by, I think, around 35%, only with that change. Same creative, same campaigns, just different event optimization.”

“So we've seen that that initial conversion, we saw a drop initially of about 35%. With the second iteration, we managed to improve that to about 25% drop instead of 30 35%.”

“most of my creators I find just by DMing people. So, I scroll, scroll, and scroll, and I find people who are already making content just for fun, and I'll often send a message saying, "Hey, do you want to do some paid content work?"”

“we offered users the option to add a gym buddy, we call it, to their plan and get their plan at a discounted rate”

“now, we have about 25 marketing assistants doing outreach for us each day, and they we push them to try and reach out to 100 influencers a day each.”

“At- at the peak of Locked, when the whole team was locked in, we were sending over 500 DMs a day.”

“On average, our RPM is around $3 to $4. So I like to keep the CPM under that. Typically, uh our CPMs range from around $1 to $2.”

“we're just trying to relate what's going on in the world to our platform and product that was like the initial strategy”

“meaning stacked is like if a creator hits 100k and then a million you're paying out 100 plus a thousand”

“If they're doing over 50,000 views per video, then those are great videos that you can run on Meta ads.”

“we use the same caption on the video and the same caption below the video and the same hashtags. And for some reason, this combo just worked. And the same audio.”

“you can either do view results or invite three friends. If you click view results, then we paywall you. But if you click invite three friends, we'll bring you to this like share your invite code”

“Step one would be to define your commitment metric.”

“We do have our own. It's a bit a little bit black hat-y, but we have 1,000 Gmails uh loaded onto a uh onto a shared inbox”

“So that paywall campaign actually drove, I think, about 15% of new revenue from the existing user base, which is just pretty a lot and it's super simple to set up.”

“"You can buy an ad free month of Duolingo. So for 30 days, we'll turn off the ads, but it's a one-time purchase."”

“We even have designed pages which communicate, "Hey, this is a seven day free trial. On day five we're going to send you a notification to see if you still want your subscription." And this has performed well in AB tests”

“And then we tried, "Try for 0.00." Weirdly, that is the string that, I think, hacks your brain to really grock that button is entirely free.”

“I ran a max conversion campaign outside of the US. So I said, "All countries except the US," for my app, and I did a max conversion”

“So they have an activity guarantee, what we call it. So if you don't close anything, but you knocked on doors and you set appointments, you will make money.”

“We just had a button in our UI with a rainbow border that said, "Book a call with the team if you want 7 days of extra access."”

“Let's maybe just put a minimum view clause on it of 800,000, because you can easily get a million. We just add that for our safety, really.”

“So we we'd send messages like each month saying like, "Hey, do any of your friends or any of your friends looking for brand deals?" And we would actually pay the influencer if we ended up signing one of their friends or one of their referrals.”

“which is that we don't make any money on the hardware that we sell.”

“What we found works really well is a structure of that guaranteed base retainer, $600 to $800 with either an uncapped CPM”

“I'll usually talk to those people on a 5- to 10-minute call, tell them how the campaign's going, tell them why we're scaling up, then I will assign them to the campaign, add them to the group chat”

“Our engagement rate is around 5%. That's what we see work really well. Once that happens, we're going to allocate some spend behind it”

“So when when I first launched this app of ours, we called it Green Noise App, and then the subtitle was Green Noise for Better Sleep, because if you do the autofill result, it just says green noise.”

“A lot of times we'll start with like a trial month where we'll be like one post a week for the month, four posts in total, four story posts. And then, of course, always link in bio.”

“Our first sentence in it is very important where it's like paid promo slash affiliate deal question mark.”

“The first thing you should start with is "Paid promo?", so then they're scrolling through their DMs, they get hundreds of them, then they stop on yours cuz it says promo.”

“Next, the third deal is a minimum-view-clause deal, my personal favorite, where we pay the influencer something like $1,000 per post with a 500,000 minimum view clause.”

“The second requirement is to have the influencer or to have yourself comment something like, "What's this app? I need this." The influencer will reply with the app name, then they'll also pin that comment”

“anytime a video gets above a 10 engagement rate you should test putting a little bit of spark money behind it”

“Our current structure is uh based on views, uh $100 for every 100,000 views uh that they get on on on a on either TikTok or Instagram.”