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GET ACCESS

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THE GEMS (πŸ’Ž x 11)

or jump to THE NOTES

https://notion-ga.astrocket.vercel.app/collect?tid=UA-172450343-1&host=notion.so&page=resource87

<aside> πŸ’Ž #1: Trying to avoid the app stores' tax is probably not worth it if you are not a big player. You need to figure out how to reduce the friction it creates and how not to get kicked out of the store. You also have to handle payment processing, refund, etc. @06:35

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<aside> πŸ’Ž #2: You want to know not just who subscribes but also who cancels and who asks for a refund (and when) because it makes a very big difference as to how valuable a user appears when you make your calculations (e.g. LTV) (check out this slide) @07:50

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<aside> πŸ’Ž #3: You can create custom upsell pages (paywalls) for different segments of customers. @11:46

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<aside> πŸ’Ž #4: There are different indications of intent from users to become a paid subscriber based on their activity in the app: indirect intent, direct intent and abandoned cart. @12:20

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<aside> πŸ’Ž #5: In your free tier, have several CTAs inviting to use a feature only subscribers have access to and clearly mark it (example: lock icon with "Subscribe to unlock"). This way you'll be able to identify the users that showed interest. @14:50

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<aside> πŸ’Ž #6: Use "abandoned cart"-type tactics (personalized approach, discount, etc.) for users that interacted with the paywall (i.e. swipes, selecting a price package, etc.) even if they did not tryΒ to start the subscription (i.e. hitting "subscribe now" button). @16:52

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<aside> πŸ’Ž #7: To increase your subscription conversion rate, segment and personalize your paywall messaging depending on the intent level that they've shown:

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<aside> πŸ’Ž #8: When getting started on pricing or when reconsidering pricing, survey users to know what they would be willing to pay. Do this per market as you can see big differences based on geo. @19:52

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<aside> πŸ’Ž #9: If you have users that are willing to pay a lot, give them a platinum option. It can be an expensive lifetime option for example. This also makes other plans look cheaper. @20:15

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<aside> πŸ’Ž #10: A lot of the subscriptions happen very early on in the lifecycle (often the first 24h). Discounts and coupons can be a very valuable way to get more people across the line if they don't convert early. @21:06

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<aside> πŸ’Ž #11: Do not wait until users go dormant. If you can't/don't build a fancy machine-learning churn predictor, keep an eye on your analytics to observe signs of dropping off to create a segment of users whose activity is declining so you can target them (potentially with more drastic tactics). @25:07

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THE NOTES

If you don't know about it, check out Phiture's Mobile Growth Stack.

Intro to subscription apps

More and more apps are trying the subscription model in 2020.