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10 insights on Monetization, Data and Creatives from 8 talks and podcasts, each with the quote and a link to the moment it was said.
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Auto-renew being off is a key thing to monitor and use to trigger lifecycle events. These are users for whom the subscription is not effectively canceled yet but clearly don’t intend to keep it. It might even be multiple months before the end of the subscription term.
User Journeys to Optimize Subscription Revenue - Subscriptions OneSignal · Featured in Growth Gems #100
When price testing, you need to decide if you’re optimizing more for retention or return on ad spend. Are you sacrificing things that will matter to the business 1 or 2 years from now?
Mastering mobile pricing experiments: Proven tactics for revenue growth · Featured in Growth Gems #98
Apple Pay has been touted as the solution to reduce friction for web payments. However, with Apple Pay the payment seems to be tied to the device: there is a device-level token that is revoked if a user changes device (e.g. iPhone 12 to iPhone 13). If confirmed (this is still being investigated), this means you might need to get people to pay again when they have a new device, therefore creating involuntary churn.
Optimizing Web Payments for Subscription Apps at 28:10 · Featured in Growth Gems #54
Apple Pay has been touted as the solution to reduce friction for web payments. However, with Apple Pay the payment seems to be tied to the device: there is a device-level token that is revoked if a user changes device (e.g. iPhone 12 to iPhone 13). If confirmed (this is still being investigated), this means you might need to get people to pay again when they have a new device, therefore creating involuntary churn.
Optimizing Web Payments for Subscription Apps at 28:10 · Featured in Growth Gems #54
⛏️ Going Deeper: if you have more on the above, please reply or comment. On payment methods: Zach also pointed out that the PayPal gateway vastly increases conversions vs. the credit card option (it might vary by country). See BetterMe example below (spotted by Thomas).
Look at your ARR by first purchase month to see the revenue generated by different cohorts over time and how it drops at various renewal points (e.g., monthly, yearly). A stacked area chart lets you see the “layer cake” to ensure that you’re stacking these retentive cohorts.
How to Analyze Your Subscription App Business · Featured in Growth Gems #77
⛏️ Going Deeper: with enough spend on acquisition, you could have an overall area/line that looks great. But this cohort view tells you what’s really happening: it helps you anticipate what will happen and identify weaker cohorts to find the root of potential problems.
This reminds me of these two posts by Eric Seufert:
Building a marketing P&L using LTV and ROAS (on the monetization side)
Monthly user churn is a terrible metric (on the usage side)
Annual subscriptions are challenging because the feedback cycle is slow. A table allowing you to see the auto-renew status helps you understand the current status of your cohorts.
How to Analyze Your Subscription App Business · Featured in Growth Gems #77
Never just copy what a competitor does or what a best practice indicates. These might inspire variants in your testing roadmap, not be copied one-to-one. Different audiences, funnels, pricing, and messaging mean their winning creative or paywall may fail for you (or not be optimal).
"It should be only as inspiration and not treated as this, because I've also seen and heard people saying, 'We tried it, it didn't work,' but I don't know leather is using it. Like, so then they justify and then they defend, 'Oh, but it worked for them.' Like, so as you said, like, it doesn't mean anything for the brand exactly because of the reasons that you mentioned."
Challenging Best Practices in Mobile Growth – Alper Taner’s Secrets to Success at 29:57 · Featured in Growth Gems #142
Photoroom’s onboarding is magical because they don’t get in the way of the user having a desire to get something done. Within 3 taps of downloading the app, you can see the background magic removal happen.
Photoroom - Building, Refining, and Pricing an Ambitious App Business at 20:59 · Featured in Growth Gems #53
⛏️ Going Deeper: depending on your product, getting users this fast to a very concrete aha moment is not always possible. Instead, you might have to approach onboarding differently and instead make it longer to better showcase your product value. Check out Growth Gems #50 for Darius Mora’s gem on the two main schools of thoughts for onboarding.
You can use your onboarding quiz to understand who is the right kind of user for you and send back optimization signals to the ad networks (e.g., Meta, TikTok) instead of a transactional event.
How to Maximize Your Post-Holiday Subscription App Growth · Featured in Growth Gems #111
This is something David discussed with the CEO of Ladder in the Sub Club episode How Ladder Cracked TikTok and Grew 500% (timestamp here), and is particularly useful if you don’t have enough signal to optimize for free trials or purchases (which can often be the case for web-based funnels).
Think beyond being just an app: think about what’s possible with physical products or other experiences.
Why More Apps Need To Be More Than Just Apps at 45:56 · Featured in Growth Gems #83
⛏️ Going Deeper: Melissa (maybe due to her Disney+ experience) talked about the fact being a digital-first brand doesn’t mean you can’t think about a future where you branch out to other experiences to increase LTV.