Dan Burcaw is Co-Founder & CEO of Nami ML. He built a top mobile app development agency responsible for some of the most elite apps on the App Store and then found himself inside the mobile marketing industry after selling his last company to Oracle.
With great opportunity comes fierce competition. The world is increasingly being run on apps – which makes it both a boon and a bane for businesses hoping to attract customers. To establish a strong foothold, you need to cut through the noise.
Sure, strategic planning is crucial for long-term subscription growth. But sometimes, a quicker win can be achieved through rapid testing of various mobile app growth hacking tactics. This is how you can identify what resonates with your users, and then double down on those high-performing strategies.
We have compiled a list of 50 growth hacks (yes, we said 50!) that are used by some of the world’s most successful apps that you can experiment with to drive the growth of your app subscriptions.
We’ve broken down these hacks into five key areas, so you can unlock subscriber growth across every stage of the user journey.
Know your ideal subscriber so you can create relevant subscription offerings.
Conduct targeted acquisition to attract the right users with the right message at the right time.
Make the free-to-paid user journey frictionless so that upgrading becomes really easy.
Find ways to optimize your app using data and run A/B tests so you can refine it for continuous growth.
Engage with your users in-app to keep them hooked and nudge them towards a subscription.
Know your ideal subscriber – craft relevant subscription offerings
Craft user personas: Identify your ideal subscriber's demographics, desires, and frustrations. What keeps them up at night? How can your app solve their problems? When you understand this you can tailor the app experience, and subscription offerings, to the actual needs of your users.
Conduct user research: Surveys, polls, and interviews provide invaluable insights directly from your target audience. You won’t have to rely on guessing which features will attract a premium – you can use actual user feedback to define your subscription plans.
Analyze app usage data: Not everyone uses your app the same way. See how users interact with the features in your free tier. Analyze usage patterns to optimize your free tier, then segment users (potential, engaged, churned) and target them with tailored incentives throughout the subscription lifecycle to skyrocket conversions.
Leverage user reviews: App reviews are gold! Positive ones highlight winning features, while negative ones reveal pain points. Listen, learn, and adapt your subscription offering. Turn frustrated reviewers into loyal subscribers by addressing their concerns.
Social listening & competitor analysis: Monitor relevant app communities on social media and online forums. Identify user pain points and desired features. Analyze your competitors' subscription offerings and user reviews to understand what features resonate with your target audience who use apps similar or complementary to yours. Use all this data to tailor your subscription plans to address specific needs.
User onboarding quiz: Integrate a short quiz when onboarding new users to understand their goals and needs. Based on their responses, recommend the most suitable subscription plan, maximizing the chances of conversion.
Targeted acquisition – attract the right users with the right message at the right time
Highlight value proposition: Don't just tell users about the premium side of your app, tell them why they need it. Craft compelling copy that speaks directly to your target audience's needs and desires. Clearly communicate the exclusive features and enhanced functionalities offered by a subscription, showcasing the additional value they'll unlock.
Utilize appealing creatives: Use high-quality, eye-catching visuals in your app paywalls to grab attention and make a strong impression. This will pique the user’s interest and nudge them towards that "buy" button.
Frictionless onboarding: First impressions matter! Guide new users seamlessly through core functionalities during onboarding. Showcase the app's strengths like its user-friendly design to make them feel confident using the app – only then will they feel comfortable spending money on a subscription.
Focus on immediate value: Don't overwhelm users with complex features right away. Highlight the benefits they can unlock with the free tier, showcasing the app's core value proposition and encouraging them to explore further – it takes proof of value to be convinced of the utility of an app before someone decides to spend money
Strategically place CTAs: Calls to action (CTAs) are your conversion levers. Don't just place them anywhere. CTAs should appear strategically at opportune moments when users experience limitations of the free tier. This nudges them towards upgrading for a more complete and valuable experience.
App store screenshot carousel: Design screenshots for the app store showcasing the value proposition of your subscription plans. Highlight exclusive features and benefits to entice users to download your app and upgrade!
Content marketing magnet: Publish valuable content (blog posts, infographics, videos) that addresses your ideal subscriber's pain points. Subtly integrate your subscriptions as the ultimate solution.
Influencer sponsorship: Partner with relevant influencers like Instagrammers or podcasters to reach your target audience. Offer exclusive discounts on subscriptions during the collaboration content like reels or podcasts and leverage the host's credibility to promote your value proposition.
Themed subscription bundles: Partner with complementary subscription services to offer themed bundles. For example, if you’re a streaming app a “movie night-in” bundle could be combined with a meal delivery app at a discounted rate. This incentivizes users to explore multiple subscriptions while offering a unique value proposition.
Subscription gifting: Introduce a feature that allows users to gift subscriptions to friends and family. This fosters social sharing and encourages existing users to promote subscriptions – one of the best ways to drive adoption and engagement because the subscription comes from a trusted, loved source.
Leverage influencer reviews: Secure app reviews on popular blogs relevant to your niche. Positive reviews with mentions of premium features build trust, showcase app value, and drive new users to invest in upgrades.
Frictionless free-to-paid user journey – make upgrading really easy
Freemium with strategic limitations: Use this approach to hook users with a free app experience, but cleverly limit key features. It's a way to showcase the true value of your subscription and drive conversions by highlighting the full app potential.
Introduce a special price: Sometimes, users might be hesitant to commit to a premium subscription without fully understanding the app's value. An introductory price acts as a "test drive," allowing them to explore features and experience the benefits firsthand before committing to a long-term plan.
Strategic hints of premium: Don't force an upgrade, but subtly showcase its value. At key points in the free tier, introduce users to "premium-only" features with a gentle nudge towards subscribing to unlock the full experience.
Personalized recommendations: It's important to cater to individual needs. Leverage user data to suggest premium content or features that align with individual interests, making a premium subscription even more tempting for users.
Reward active users: Build loyalty and encourage upgrades. Implement a loyalty program where users earn points or badges for their activity, that can be redeemed for exclusive content or subscription discounts.
Freemium to premium flip: Intrigue users with a trial twist. Offer a limited "reverse trial" period where users automatically have access to premium features. After the trial, these features become locked, incentivizing users to subscribe to regain access.
Friction point analysis: Analyze user behavior data to identify points in the free tier where users encounter friction. You can use such points to strategically introduce your premium plans – providing immediate context and value for the paid features, making upgrades more appealing.
Free tier expiry countdown: Implement a visible countdown timer within the free tier showcasing the remaining storage space or time left (or any other core feature that will run out) before limitations kick in. This creates a sense of urgency and subtly encourages users to upgrade before they lose a beloved feature.
Subscription waitlist with exclusive content & early access: Implement a waitlist system for upcoming content releases or highly anticipated features. Subscription users automatically gain priority access, while users on the free tier can join a waitlist. This incentivizes users to subscribe to avoid missing out on new releases and creates a sense of exclusivity for existing subscribers.
Subscription “buddy system” incentives: Introduce a "buddy system" where existing subscribers can invite friends to join the app and receive a discount on their subscription when their friend upgrades. This incentivizes existing users to promote the app.
Data-driven optimization – A/B test and refine for continuous growth
A/B test paywall placements: Don't settle for a single location to place your paywalls! Experiment with A/B testing paywalls by displaying them at strategic points in the user journey - onboarding, feature limitations within the free tier, or after completing tasks.
A/B test CTA placement: Experiment with different locations for your calls to action. Test CTAs after completion of key tasks, within limited freemium features, or even embedded in progress dashboards.
A/B test value propositions: Craft multiple compelling value propositions highlighting the different benefits of your subscriptions. Utilize A/B testing to compare these messages and see which ones resonate best with your target audience.
A/B test visual design: Utilize A/B testing to optimize your app’s paywall design. This goes beyond simply changing colors. Experiment with different visual hierarchies, color psychology, and overall design styles, like minimalist versus playful design approaches.
A/B test headlines & copywriting: Make use of different tones and styles like using strong verbs to encourage action (e.g., "Upgrade Now" vs. "Explore Premium”). You can also test the length of headlines and copy by comparing concise headlines that clearly communicate the value proposition versus longer, more descriptive headlines and copy.
A/B test social proof and trust signals: Utilize A/B testing to optimize the placement and format of social proof on your subscription paywall. This could be customer testimonials, logos of well-known companies using your app, or prominent security badges. For example, highlight industry-specific certifications for B2B users, or showcase testimonials from users with similar demographics for a more relatable approach with your B2C consumers. You can also test the format of social proof elements and trust signals like text-based testimonials, video testimonials, or showcasing user ratings and reviews.
A/B test different pricing layouts: Test different ways to present your pricing – it should be clear, concise, and easy for users to understand exactly what they're getting for their money. Avoid hidden fees or confusing terminology.
A/B test free trial durations: Test different trial lengths to discover the sweet spot for user habit formation within your app. A shorter trial might be enough to spark interest, while a slightly longer one could nudge users towards forming a regular habit and ultimately converting them into paying subscribers.
A/B test different pricing options by locations: Conduct price experiments in different countries. User behavior and price sensitivity vary greatly by location. By A/B testing different price points in different regions, you can reveal the unique price elasticity of each market, optimizing your pricing strategy so you can win over a global audience without sacrificing conversions.
User churn prediction & pre-emptive incentives: Implement churn prediction models based on user data and behavior patterns. For users identified at risk of canceling their subscription, launch targeted in-app campaigns with personalized offers or incentives to encourage them to stay with free or discounted upgrades.
In-app engagement strategies – keep users hooked and nudge them toward a subscription
Offer multiple paywall subscription models: Cater to different budgets and needs with various paywall subscription models offering different feature sets. Distribute features strategically across tiers. Higher tiers should offer significant value increases compared to lower tiers.
Offer annual subscription discounts: Implement a tiered pricing structure that incentivizes users to commit to a year-long subscription. Clearly showcase the cost savings associated with the annual plan compared to the monthly option. Annual subscriptions secure predictable recurring revenue for a year, boosting your overall customer lifetime value.
Subscription anniversary or birthday rewards: Celebrate user subscription anniversaries or their birthdays with exclusive rewards or bonus features in the form of higher-tier subscriptions or discounts. This fosters customer loyalty and appreciation, potentially encouraging users to maintain their subscriptions for the long term.
Run seasonal promotions: People are more receptive to special offers during holidays and seasonal events. Capitalize on this by running limited-time subscription deals that tap into the excitement of the season. The holiday season (Thanksgiving through New Year's) is a goldmine for subscription campaigns, but don't stop there! Think creatively and explore other holidays relevant to your target audience and the countries or cities they live in.
Utilize in-app promotion: Carefully integrate non-intrusive ads or banners within the free tier to promote in-app purchases and potentially convert users to paying subscribers.
Offer early access to new features: Entice users to subscribe by providing them with exclusive access to upcoming app features or content. Early access to new features creates a sense of exclusivity and significantly increases the perceived value of your premium subscriptions.
Host webinars or online courses: Offer valuable educational content related to your app's functionality, with a premium tier providing in-depth access or exclusive resources. Such content could take the form of pre-recorded webinars, live online courses, or downloadable resources
Run contests and giveaways: Organize contests and giveaways with subscriptions as prizes to generate excitement and attract new users.
Push notifications: Utilize strategic push notifications to remind users about valuable subscription features or limited-time offers. However, avoid being spammy – tailor notifications to be relevant and add value.
Offer offline functionality or syncing features (if applicable): Provide the ability to use certain app features even without an internet connection or the ability to sync across multiple devices, increasing the value proposition of a subscription.
Use the FOMO effect: Create a sense of urgency with a limited-time deal. But be mindful and ethical about how you use this. The fear of missing out (FOMO) incentivizes users to act fast and subscribe before the deal expires but you need to make sure you don’t end up overwhelming users with constant promotions.
"Others are upgrading" notification: Display a notification (with privacy considerations) that a certain number of users within the app (or a specific region) have recently upgraded to the premium tier. This social proof, combined with a touch of FOMO, can nudge users towards subscribing as well.
Offer the benefits of a community: Nothing creates a sense of belonging like a strong community does. Include community elements like exclusive forums, expert interactions, or the ability to "connect" with other users as premium features – all of which create a rich social experience within the app.
Unlock mobile app subscription growth by testing multiple hacks
The mobile app landscape is teeming with subscription opportunities, but standing out requires a strategic approach. Before you decide to invest in specific tactics, try testing out different hacks that can help you make an immediate impact and score some quick wins in the form of new paying subscribers.
These hacks are your springboard for crafting comprehensive app growth strategies. Experiment, analyze, and refine your approach to build a thriving and loyal subscriber base.
Want to ace mobile app growth hacking? Build high-converting app paywalls and test these strategies in minutes! Sign up for a free trial of Nami's no-code paywall builder platform and unlock the full potential of your mobile app subscriptions.
Let’s consider the area of fitness. There is a smorgasbord of options, catering to every exercise whim. You've got the high-octane training apps that turn your phone into a pocket-sized drill sergeant, the zen yoga and meditation apps that help you find inner peace, and the gamified fitness companions that make getting fit feel like playing your favorite video game. From couch potato to gym rat, there's a fitness app out there for everyone.
This is just one example of the diversity of apps. Dive deeper and you'll find a universe of apps dedicated to sports, games, news, entertainment, productivity, creativity – the list goes on!
With so much competition, how do you make sure your app survives and thrives?
In-app purchases are the lifeblood of any app's success. Whether you're an app marketing guru or an app product owner, you need to constantly innovate and keep users feeling like they're getting their money's worth.
Enter the paywall: a strategic tool that lets you offer premium features or content within your app, but with a twist – users gotta pay to play. Paywalls have the potential to unlock a treasure trove of revenue and propel your app's growth.
But here's the catch – they can also be a double-edged sword. A poorly designed paywall can be as frustrating as a bad hair day, affecting user retention.
The key is to optimize app paywalls. By crafting user-centric paywalls that clearly communicate value and make subscribing a breeze, you can transform that dreaded "wall" into a gateway to a world of exciting content, activities, and adventures.
This article is your roadmap to mastering paywall optimization. We'll talk about why you need to be thinking strategically about paywalls, best practices for app paywall design, and deep-dive into app growth strategies to maximize paywall conversion rates and drive revenue.
Here’s how a well-designed paywall can determine not just how users engage with your app, but also the impact on your business goals.
Level up the user lifetime value (LTV)
Imagine this: instead of just casual users, you have a legion of loyal fans. That's the power of a good paywall. By clearly showing the value of premium features, you entice users to invest in your app. This translates to them sticking around longer, being a part of a community that feels like a VIP club and ultimately driving app monetization.
Keep users satisfied
A clunky paywall is the app equivalent of stepping in gum – frustrating and sticky. Optimization ensures a smooth experience by presenting the paywall at the right moment in a user’s journey, with clear and concise messaging. It's like a maître d' who guides you to the best seat in the house. This keeps users happy and more likely to see the value of upgrading, reducing churn, and keeping those frustration headaches at bay.
Choosing your paywall type
There's no one-size-fits-all paywall. Here's a quick rundown of popular models to pick a paywall that works for your users:
Freemium monetization: This is like the free appetizer before the main course. Core features are free, with premium goodies locked behind the paywall. This is ideal for apps with a large user base where many find value in the free tier.
Subscription monetization: Think of it like a VIP pass to a constant stream of awesomeness. Users pay a recurring fee for ongoing access to premium features. This is excellent for apps with content or services users will consistently use and love.
Apple Fitness+ paywall displaying a subscription offer with monthly and yearly pricing options
Tiered pricing structure: This offers different subscription levels with varying features and price points, catering to users with diverse needs and budgets. It's like having a buffet with options for everyone, from the light eater to the bottomless brunch champion.
Flightradar24 paywall displaying various subscription tiers with different feature sets
A step-by-step guide to paywall optimization that drives app monetization
Before you can start reaping the benefits of in-app purchases you need to optimize your paywall. Here's a step-by-step guide on how to optimize a paywall for a mobile app that unlocks sustainable app growth.
1. Understand your users
Knowing what your app users want (and when they want it) is critical for the success of your app. Make use of surveys, focus groups, customer interviews, and even in-app analytics to uncover their needs, pain points, and the features they crave the most.
2. Craft a value proposition that makes users shout "YES PLEASE!"
Your paywall shouldn't be a cryptic riddle. It needs to scream the value users unlock by upgrading. Forget dry feature lists – translate them into user benefits! Don't say "unlimited storage," say "Never get that dreaded 'storage full' message again!" Focus on user retention by solving user pain points and making their app experience epic.
3. Find the sweet spot with A/B testing paywalls
A/B testing lets you experiment with different paywall elements and assess what prompts users to take action toward paid or premium plans. Here are some elements you can test –
Visuals: Think of contrasting colors, clear CTAs, and eye-catching images. Test different combinations to see which ones make users stop scrolling, take notice, and click that CTA button.
Messaging: Headlines, value propositions, CTA wording – it's all up for grabs! Test different tones and styles to see which ones entice users the most.
Pricing tiers: Got multiple subscription options? Test different price points and feature combinations to find the sweet spot between affordability and value.
Imagine a treasure map that leads directly to a user's heart's desire. That's the power of personalization in apps. Use user data to tailor paywall offers and messaging to individual users. For example, a fitness app user who religiously uses workout playlists can be shown a paywall highlighting ad-free music. This targeted approach makes the paywall more relevant and impactful, significantly boosting paywall conversion rates.
5. Make it easy and intuitive to upgrade
Ensure a clear and concise layout with easy-to-understand pricing and a smooth payment process. Minimize clicks and unnecessary steps. Remember, a smooth journey makes users more likely to reach the final destination – becoming a paying, happy app user.
Common paywall mistakes to avoid
To optimize your paywall and boost paywall conversion rates, be sure to avoid these mistakes –
Not being clear about what you're offering beyond the paywall: Your users shouldn't have to guess what they are paying for. If you don't make it clear right at the outset, not only do you risk losing conversions, you risk losing the customer entirely if they uninstall the app.
Don't get the paywall in front of users too soon: Shoving a paywall in users' faces before they've even explored your app is a surefire way to make them wary of you. Wait until they've experienced the free version's awesomeness to show them the upgrade path to even more epic features. Here are some paywall placement best practices you can try out.
One size fits nobody: Treating all users the same won't work. Personalize your paywall offers based on what each user loves about your app. A fitness fanatic wouldn't be interested in unlocking fancy filters, but ad-free music might be just what they are looking for!
Making payments complicated: A confusing or long checkout process will make users throw their hands up in frustration. Ensure you’re building a frictionless checkout process to sustain user retention.
The goal: Spotify likely wanted to achieve two key objectives through this A/B test:
Increased premium subscriptions: By placing a desired feature (lyrics access) behind a paywall, Spotify wanted to gauge user willingness to upgrade for this specific benefit. If the test ended up showing a significant increase in conversions during the premium signup flow, that would strengthen the case for potentially implementing these kinds of app growth strategies more broadly.
Understanding user value perception: This test offers valuable insights into how users perceive the value of in-app features like lyrics. Do users see lyrics as an essential part of the Spotify experience, motivating them to upgrade? Or do they find it a non-essential feature, indicating Spotify might need to focus on highlighting the broader benefits of premium (ad-free listening, on-demand playback, etc.)
The outcome: As Spotify themselves acknowledge, this is an ongoing A/B test. They haven't revealed the timeframe or specific results yet. However, the data gathered from user behavior during this test will be crucial in determining the future of lyrics access on the platform. Will it remain freely available, or could it become a premium perk? Only time (and the A/B test results) will tell.
Key takeaways:
A/B testing paywalls allow those responsible for app marketing and product owners to experiment with different features and functionalities to gauge user response.
Data gathered during A/B tests helps companies understand user behavior and preferences.
Paywall strategies can be implemented for specific features to assess user willingness to pay for premium experiences.
Craft app paywalls that make it exciting for users to scale
Optimized paywalls are like lighthouses in the app store fog – they guide users toward the ultimate prize: an app experience that fulfills their needs and desires.
By prioritizing user experience in paywalls, crafting watertight value propositions, and wielding user data and analytics, you can drive app monetization and build a foundation for the long-term success of your app.
Ready to unleash the power of app paywalls? Maximize paywall conversion rates and unlock explosive revenue growth for your app with Nami – the no-code paywall builder that makes paywall optimization a breeze. Sign up for a free trial here.
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Paywall AB testing is a necessary strategy for any app publisher wanting to optimize revenue. In this article we’ll provide an introduction to paywall testing by covering the following topics:
The paywall as an engine for growth & retention
Why you should be testing your paywall
How to conduct a paywall AB test
Paywalls come in may forms, offering a rich opportunity for testing.
The Paywall as an Engine for Growth & Retention
The paywall screen is how apps make money through IAPs and subscriptions. In fact, most app publishers spend very little time updating their paywall let alone optimizing it.
The paywall can be one of the essential elements contributing to your success in growth and retention this year. Let’s take look:
The Paywall and Growth
Focusing on app growth usually means a combination of efforts including:
Converting existing audience to your mobile app via tactics such as smart app banners and email marketing
Improvingdiscoverability via keyword tuning and other App Store Optimization (ASO) techniques
Paid acquisition through channels such as Apple Search Ads or other cost-per-install placements
It’s important that new users see your paywall during their first session. In fact, 70-80% of subscription starts occur on the day of install (D0) according to data from AppsFlyer and Redbox Mobile.
Considering this, it’s important to think of your paywall as not one monolithic object that all users flow through regardless of origin. That would be like having a single landing page on your web site regardless of traffic source.
Conceptually, you want different paywall instances aligned to each acquisition source:
Organic Discovery -> App Install -> Paywall A
Email Campaign -> App Install -> Paywall B
Apple Search Ad -> App Install -> Paywall C
To optimize in-app revenue, your paywall needs to be operated like a growth marketing asset, not a static coded screen.
Most app publishers use push notifications for app engagement. Push can be a helpful way to improve D7 retention, but you should also consider what happens once the user is in the app.
It may not be obvious, but the paywall isn’t just important for growth. It’s important for retention as well especially for subscription apps. Consider that most app subscriptions are auto-renewable. The desired state for app publishers is for a user to be a paying subscriber on an annual plan with auto-renew turned on.
However, subscription customers can end up in other states as well. The paywall can help you message users in context of those other states to nudge them to that desired place.
Here are a few example of retention paywall instances tied to user context:
Monthly Plan Subscriber -> Upgrade Candidate -> Annual Offer Paywall
Active sub w/ Auto-Renew off -> Voluntary Churn Risk -> Stay Offer Paywall
User is a Former Sub -> Winback Opportunity -> Winback Offer Paywall
The key to effective retention paywalls is to power your experience with individual-level subscriber data. This means your external marketing channels, the in-app experience, and everything in-between should all have the same context about a user’s subscription journey. This way, the experience including marketing assets will be personalized and relevant.
Why you should conduct paywall AB testing
Yes, you should be conducting paywall AB testing. The exception to the rule is if your app doesn’t have much usage. If this is you, focus on top-of-the-funnel activities such as ASO keyword tuning.
If you do have steady app traffic, you almost certainly will be able to improve in-app revenue via one or more of the following:
Generating more one time purchases
Improving subscription trial starts
Improving free-to-paid conversion
Reducing subscription churn
Boosting customer LTV (lifetime value)
Testing a Single Paywall
If your app has only one paywall, you can benefit from paywall AB testing. Most apps convert at low enough rates that much upside exists. Here are a few guidelines:
Sadly, it’s not uncommon to see freemium app with free-to-paid conversion rates of less than 1%. With testing, you can boost conversion to 5-15% or more.
For apps with a hard paywall, conversion rates depend on whether you offer a free trial or not. It’s not uncommon to see trial conversions of 5% or more. With testing, you can boost free trial conversion rates to 30-50% or more.
No matter what your conversion rate is, your paywall can be improved. The only question is by how much.
Just realize that the one-size-fits-all paywall won’t be perfectly aligned with each and every user. For fully optimized revenue, you’ll need to move to multiple, segmented paywalls.
Testing with Multiple, Segmented Paywalls
As we’ve explained, to optimize in-app revenue it’s important to have different paywalls focused on different acquisition channels and user context. To say this another way, you should have a paywall segmentation strategy.
With paywall segmentation, you and an opportunity to conduct paywall AB testing that is focused on improving the specific metric that a certain paywall is responsible for.
For instance, you could run a test of the paywall presented to users acquired via Apple Search Ads to tightly focus on improvement to that channel. For instance, you could focus on improving your ROAS (Return on Advertiser Spend - defined as the total revenue generated divided by total ad spend).
Similarly, you can test variants of your Annual Offer to see which does a better job of converting existing monthly subs to your annual plan.
To prioritize your testing strategy, focus on the key metrics you’re trying to improve first. Also look for the opportunities that have a lot of room for improvement so you can get some quick wins.
How to Conduct Paywall AB Testing
If you’re convinced your app is a good candidate for paywall AB testing, let’s take a look at how you actually run a test. We’ll cover the three key elements to help you get started with your first test:
Choosing an AB testing tool
Selecting variants & allocating traffic
Determining the winning paywall
Choosing an AB Testing Tool
There are different tools and techniques for running an AB test. For the purpose of this article, which pertains to mobile app paywall AB testing, you have the following options:
Use a tool designed for mobile paywall testing (e.g. Nami)
Use a mobile backend to feed different data to your app (e.g. Firebase)
Adapt a general purpose testing tool (e.g. Optimizely)
There are pros and cons to each of these approaches. If you’re already using a general purpose tool, something like Optimizely might make sense. The downside, is it’s not particularly mobile-first and certainly wasn’t built to focus on testing paywalls.
A solution like Firebase is closer to mobile-first, but is not as friendly for the marketing folks on your team that are used to great campaign management systems.
In our humble opinion, Nami is the easiest way to ship a mobile paywall and yes, conduct paywall AB tests. In fact, no code is needed to design the paywall or run the test. Our powerful campaign engine helps you with paywall segmentation so can focus the right test on the right outcome.
Determining which paywall elements to test
Now that you’ve chosen a tool, it’s time to figure out what you want to test. As we’ve discussed you may have multiple paywalls each playing a different role in your growth and retention strategy.
This means the elements you will want to test really depends on the paywall and it’s purpose. Here are just a few things you might test based upon common mobile app paywall designs:
Free trial duration on subscription plans
Impact of including a lifetime in-app purchase
Marketing copy for describing app’s benefits
Call-to-action button text
Which plans and how many to choose from
Paywall layout and design asthetics
Remember, the element you want to change needs to align with the metric you want to influence. For example, if you want to drive more users into choosing the annual plan the possible elements to test may narrow to:
Providing a more attract free trial
Including a featured product badge to call out the annual plan
Paywall layout and design asthetics, as relating to plans
Your test can include multiple changes to the paywall or a single change. There are pros and cons to each. Multiple changes may help you make progress faster while a single change may help you gain better intuition from each test.
Selecting Variants & Allocating Traffic
Now that you’ve chosen what you want to test, it’s time to create your variant. If you're using a no code tool like Nami, it’s easy to create the variant for paywall ab testing.
As a best practice, variant A should be the paywall that is already active in your app so you have a baseline to start with. Variant B contains the changes you want to test.
Next, you need to decide how to allocate traffic to to your variants. It could be as simple as a 50%/50% split or 80%/20% split. The specific granularity of traffic allocation will depend on the tool you’re using. Nami allows any whole number so long as the total equals 100%.
Some considerations when deciding how to allocate traffic:
If you have a data baseline with variant A, you may want to push more traffic to variant B to get an answer to your test more quickly.
If you are at scale you may be able to determine a winner with less traffic going to variant B. That’s great, since if it performs poorly you’ll be glad you didn’t send more traffic than necessary to find that out.
Choosing paywall AB testing variants & allocating traffic
Determining the Winner
Your test is running and results are coming in. You’re probably eager to find out the winner. However, just because Paywall B is converting better, doesn’t mean it’s the winner. It might be, but to be sure you need to reach statistical significance.
A statistical significant result is one that has not occurred by random chance. This is why it’s important not to look at those early results which may appear like a conclusion when in fact there’s not yet enough yet to reach such a conclusion.
You might be wondering how long the test will take to reach statistical significance. The answer is somewhat frustrating: it depends. It depends how much traffic each variant is receiving as well as how many conversions you’ve received against that traffic.
You’re looking to exceed a 90% or higher confidence level before taking comfort that the results of the test are known. If you’re interested in the statistics, check out this guide.
Amongst all this statistics talk, there is good news! Most AB testing tools will do the math for you and crown a winner once statistical significance is reached with high confidence.
A Quick Note on Multi-Variate Testing (MVT)
In this article we’ve talked all about paywall AB testing. The AB naturally means we’re testing one thing against another. This limits the test to just two paywalls.
Marketers who have performed testing in other contexts will likely be familiar with multi-variant testing (MVT). While it may sound appealing to test more things at once (in this case, more paywall variations), it’s not for everyone.
MVT requires much more traffic to deliver a statistically significant result. Given how anemic most mobile app conversion rates are, it’s our recommendation that you stick to AB testing even with a lot of traffic.
There’s so much opportunity to improve without the complexity of MVT. Once you’re chasing single percentage points of optimization, you can consider introducing MVT into your testing arsenal.
Paywall AB testing is an essential for any app publisher wanting to optimize in-app revenue. In fact, paywall AB testing can boost conversion rates by 2-3X or more through straightforward changes.
At Nami, we’re focused on helping app publishers thrive in the app economy. We’re doing this by turning the paywall into a full-fledged marketing asset. Paywall AB testing is just one of the capabilities available as part of our solution. If you’re interested in getting a demo or learning more, we’re happy to help.
The DF-BPA-30 error is frequently triggered when the Google Play Store encounters billing information it cannot validate, often due to expired or invalid test payment methods. When testing in-app billing or subscriptions, developers may use test cards or billing profiles that are outdated or incorrectly set up, resulting in this error. Google Play flags the transaction, blocking further processing until the payment method is verified or replaced.
In addition, Play Store payment settings may become misaligned between the Play Console and the device cache, contributing to this error’s frequency during repeated tests.
Common Scenarios for DF-BPA-30 Error Appearance
This error generally appears in the following scenarios:
Testing Purchases with Invalid Test Cards: If the test card or payment profile used is invalid or expired, the Play Store will trigger the DF-BPA-30 error.
The error often arises when new in-app purchase products are added to the Play Console without proper payment method verification.
Device Cache Issues with Billing Data: Cached payment data on the device can create inconsistencies, causing the Play Store to show an invalid billing status.
Network Connectivity Problems: A poor or unstable network connection during the billing process can exacerbate DF-BPA-30 errors, preventing transactions from completing.
Step-by-Step Solutions for DF-BPA-30 Error
Solution 1: Verify or Update Payment Method in Google Play Console
Purpose: Ensures that the payment method in use is valid and updated for transactions.
Steps:
Access Google Play Console and go to the Payment Settings section.
Confirm the validity of the payment method associated with the test account.
Update or replace the payment method if it is outdated or expired.
Result: This should refresh billing information, allowing purchases and subscriptions to process smoothly.
Solution 2: Clear Google Play Store Cache and Data
Purpose: Clears outdated cached payment information, refreshing the device’s link with the Play Store’s updated payment state.
Steps:
On the device, navigate to Settings > Apps > Google Play Store.
Select Storage and choose Clear Cache.
(Optional) Select Clear Data for a full reset of the Play Store data.
Reopen the Play Store and attempt the in-app purchase test again.
Result: This removes outdated billing information from the device, allowing for proper verification.
Solution 3: Remove and Re-add Payment Method
Purpose: Refreshing the payment method can resolve any inconsistencies between the Play Console and device settings.
Steps:
In the Google Play Console, go to the Payments section.
Remove the payment method currently in use.
Re-add the payment method or add a new one to complete the setup.
Result: This step helps the Play Store recognize the updated payment information, resolving the billing issue.
Solution 4: Test Purchases Using a Stable Network
Purpose: Minimizes errors caused by unstable or slow network connections that may affect billing data processing.
Steps:
Switch to a stable Wi-Fi or cellular network.
Retry the in-app purchase or subscription on this reliable network.
Result: A stable network ensures that the billing request is processed without interruptions.
Solution 5: Contact Google Play Support for Persistent Issues
Purpose: For unresolved cases, contacting Google Play Support can provide advanced troubleshooting tailored to the backend settings.
Steps:
Document the error and previous troubleshooting steps.
Reach out to Google Play Developer Support with relevant details.
Result: Google support can provide additional insights or solutions specific to billing issues on their backend.
Conclusion
The DF-BPA-30 error, often tied to billing verification issues, can interrupt in-app purchase testing on Google Play. By following these troubleshooting steps—updating payment methods, clearing cache, re-adding payment profiles, and testing on stable networks—developers can ensure a smooth billing process.
With Nami, however, developers can avoid these complex billing setup issues entirely. Nami’s low-code solutions keep your in-app purchases updated and compliant, so you can focus on building a better app without worrying about ongoing billing updates. Discover how at NamiML.
In this article, we’ll explore the key aspects of mobile app paywall optimization. We’ll cover best practices for timing, design, and personalization of paywall placement to increase conversions. We’ll also discuss methods for A/B testing, tracking user behavior, and integrating paywalls seamlessly into the app experience. Here are top strategies for paywall placement inside your app.
This blog post is part of our Best Practices series. Read our tips on Designand Products.
1. Show a Paywall right after App Launch
The first few moments a new user uses your mobile app are very important. Many users churn in these few moments if they don’t understand the app or don’t see the benefits. First optimizing the first launch flow to teach the user about the product is important. Then showing them an initial “indirect intent” paywall can help reinforce the features and show them pricing.
Indirect intent paywalls are shown without the user expecting or intending to launch them. Don’t be surprised if this type of paywall has low conversion. Users often need to see the paywall multiple times before committing to a purchase.
Paywall placement optimization experts recommend not requiring a purchase to continue using the app. Very few business models really require this. And often users will have high churn rates if they download a free app but need to purchase a subscription in order to actually enter the app. Make sure to clearly show a ‘Later’ or close ❌ button on this paywall so the user can enter the app and start exploring.
2. Launch a Paywall Right After Onboarding
Many apps include an onboarding sequence that gathers key information about the user and sets up their account. This sequence if done correctly can help make users more engaged and make the product easy to use after setup. The time users spend in the flow also helps your product become more sticky, as you take advantage of the sunk cost fallacy. Users who spend time during onboarding are more likely to continue using the app because they’ve already spent time getting setup.
The Sunk Cost Fallacy describes our tendency to follow through on an endeavor if we have already invested time, effort, or money into it, whether or not the current costs outweigh the benefits.
Take advantage of this momentum by showing a paywall right at the end of the sequence. This paywall should reiterate the features and benefits you showed during onboarding. This type of paywall often includes only 1 annual product, but you should test to find out what converts the best.
“Direct Intent” paywalls are paywalls that users come across intentionally, while trying to gain access to the content behind them.
These paywalls should focus on the feature the user was trying to access. Don’t reuse your same “indirect intent” paywall over again. Instead tailor it to the benefits of the desired feature in order to get the best conversion.
4. Make your Paywall Easy to Find in the App Settings
Make sure that if a user really wants to purchase, they can find their Upgrade options easily in the App Settings. This paywall should be a multi-purpose “direct intent” paywall that includes a summary of all benefits and all products.
5. Show Offers inside your App with special Paywalls
Special offers, whether they are for a holiday, an introductory offer, or just a regular sale, can be a good way to convert users who are on the fence about purchasing.
A special offer paywall can be simple, but should focus on the price difference and how long the user has to redeem it.
You can pop up special offer paywalls at random times (such as after a new user has used the app for a number of minutes), launch them on a schedule for an event such as a holiday, or launch these paywalls when the user clicks a banner.
To ensure that your paywall strategy is effective, you need to track key performance indicators (KPIs) that measure user engagement, conversion rates, and revenue. Metrics to focus on include:
Conversion Rate: The percentage of users who see the paywall and go on to subscribe or make a purchase.
User Retention: Measure how paywalls impact retention, ensuring that they are not causing users to abandon the app.
Lifetime Value (LTV): Track the long-term value of users who convert through paywalls to evaluate the sustainability of your monetization strategy.
Conclusion
Optimizing paywall placement in your mobile app is both an art and a science, requiring a careful balance of timing, context, design, and testing. By leveraging user behavior insights and continuous A/B testing, you can ensure that paywalls enhance the app experience rather than disrupt it. For developers and app owners looking to enhance their mobile app monetization strategies, NamiML offers low-code solutions that seamlessly integrate paywalls into your app while providing the tools needed to track performance and optimize revenue.
Nami can help you setup no-code paywalls and do easy 1-Click A/B Testing. Get started today.
When performing simulator in-app purchase testing from Xcode, the purchase flow is canceled before the purchase sheet pops up in the simulator. Then, the macOS crash reporter pops up and indicates a crash in a service called PassbookServiceUI!
Here’s what it looks like:
In addition, if you inspect the error responses from StoreKit you’ll see messages like this:
The crash is in a service called PassbookServiceUI, which sounds like it has nothing to do with in-app purchases. Unfortunately, it makes it impossible to perform Xcode StoreKit purchase testing.
This occurs when triggering purchases with either StoreKit 1 or StoreKit 2 APIs. It happens even if a valid StoreKit Configuration file (.storekit) file is assigned to the build target.
The Crash Environment
The PassbookServiceUI crash occurs with the following environment as of this writing:
macOS 13.0 Ventura
Xcode 14.0.1
Simulators iPhone 14 Pro running iOS 16
App code utilizing either StoreKit 1 or StoreKit 2 APIs
A valid StoreKit Configuration file
Solutions to the PassbookServiceUI crash
This error can be resolved by altering the simulator device, as many are known to function correctly.
For iOS 16 testing - Use iPhone 14, iPhone 14 Plus, or iPhone 14 Pro Max.
For iPhone 14 Pro form factor testing - Use iPhone 13 Pro (with either iOS 15 or iOS 16)
That’s it! While this is an annoying bug that hopefully Apple fixes in a future version of Xcode, the workaround is quite simple.
