Lea Samrani

Adding a shorter subscription option can actually increase purchases of your yearly plan. This counterintuitive pricing strategy can simultaneously increase conversion rates and average revenue per user through effective price anchoring.

Copy has a big impact especially on paywalls and on activation, yet very few test it.

Make sure you frame the value of your yearly plan by comparing it to your monthly plan.

Don't wait to grow before testing - even small apps with 10K MAU can run effective experiments. The key is knowing how to test properly and what to look for, not having a massive user base.

Even if you can’t send personalized notifications/emails and different messages to each user, you can integrate GPT into your system to take into account that customers are consuming different types of content. This allows you to send what looks like a personal recommendation and bring value because it’s relevant content. Example at Uptime: if a person bookmarked “Start with why” and didn’t read it, they could send a notification with a direct insight from the book. Each user also received different notifications over time. It brought value to the user, was scalable, and reduced churn.

In-app events are an amazing way to get Apple to pay attention to your app. They are easy to set up yet are often underused.

Identifying when users stop using the app after subscribing also allows you to contact users for customer interviews.

Democratize user insights. No matter who you are at the company, you need to have touchpoints with your end users and understand their pains, goals, etc.

If you offer long-term subscriptions, try to predict churn early. Focus on shortening the feedback loop by leveraging users’ behavior insights. Identify the specific periods (e.g., within the first five days of subscription) where users stop using the app so that you can hypothesize, test, and assess results.

Apps built to build a habit usually have long subscription periods (e.g., yearly). On those products, if you wait for your users to churn (i.e., they stop using the product), it’s too late.