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Consider your business lifecycle stage when deciding paywall placement. "And so we need to be thinking, like, what is, what point in my business life cycle am I, number one, but also how mature is my product?" Hannah Parvaz, Activating Users to Drive App Revenue Growth, 21:35

If your install-to-signup rate is around 50% or lower, show the paywall before requiring signup. "If you have a 50% install to sign up, you better show the paywall before sign up." Jake Mor, Superwall's Jake Mor: Distribution By NewForm E04, 15:44

Consider testing a paywall during onboarding even if it seems counterintuitive. "They saw an increase in sales, obviously, but an increase in retention as well." Steve P. Young, Breaking Through A Competitive App Category, 37:30

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Test paid intro offers alongside free trials by offering users choice between a free 7-day trial and a paid 30-day trial. "Your initial conversion rate goes up, but long-term, your trial to pay conversion rate goes up significantly over time because you're giving users choice." Nick Godwin, The Secret to App Conversion, 25:58 (Growth Gems #133)

AI apps face a unique trial design challenge: longer trials convert better but can be financially catastrophic when power users rack up massive compute costs and then churn. "...if you give away 30 days of free AI feature usage and you have whales racking up massive compute costs without paying you a dime and then they churn, then that's not a sustainable business." Phil Carter, The AI Growth Playbook for Subscription Apps, 55:44 (Growth Gems #147)

For utility apps, removing the free trial and offering a paid weekly subscription can outperform a yearly subscription with a free trial. "What we were seeing was people were activating trials but not paying us." Steve P. Young, Growth hack or black hat? Questionable app growth strategies, 25:15

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Meta optimizes toward exactly the event you ask for, and it will fill that event with the cheapest users who won't go further. "So, what do they do when you're going to ask for a free trial? They're going to give you the free trial that doesn't become a paid converter." Thomas Petit, You're paying Meta to find users who will never convert, 12:33

Signal engineering is growth stage-dependent. "And I've seen a lot of early-stage founders apply stuff this and there is a lot of over-engineering that is actually counterproductive." Thomas Petit, You're paying Meta to find users who will never convert, 14:34 (top gem of Growth Gems #148)

For zero-to-5K stage apps, use TikTok organic as your free angle-discovery lab, then put paid money behind what works. "You can have a fresh account and publish 50 crap videos, and there's a good one, and TikTok is going to show it." Thomas Petit, S07, E30: MDM Mailbag #8, 24:59

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