Boosting Subscription Revenue with CRM

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8

Eric Christensen (Sr. Growth Consultant at Phiture - Mobile Growth Consultancy) lays out some actionable strategic and tactical approaches to measurably increase subscription revenue in your product by a smart CRM-centric approach.

Source:
Boosting Subscription Revenue with CRM
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Presentation
Publication date:
June 24, 2020
Added to the Vault on:
June 25, 2020
These insights were shared through the free Growth Gems newsletter.
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💎 #
1

Focusing your efforts on a user's first few sessions allows for the highest potential impact and increases the speed of iterative testing.  

11:48
💎 #
2

Leave at least one full week or business cycle between tests in case user behavior is different throughout the week. 

12:47
💎 #
3

About 80% of subscriptions happen within the first week (according to Phiture's internal data). 

13:04
💎 #
4

If the product & CRM teams can work together you can: - Increase significantly the amount of tests you can run per year (3x for Phiture) - Ensure that only the proven concepts are being built by the product team 

13:42
💎 #
5

Asking some questions and collecting the data during onboarding and passing it to your CRM allows you to personalize from Day 0 (e.g. welcome email) based on what users are actually looking to achieve and promote the features that are the most useful to them. 

19:27
💎 #
6

Combine paywall copy tests and price testing with segmentation to only present the highest value product to the most active users vs. lower tier product to the least active users. 

20:55
💎 #
7

When it comes to getting users to experience the benefit of your app, you can increase user activation by removing choice and confusion using in-app messages. 

22:10
💎 #
8

You can create an onboarding session to better understand users (why they use the app) to create a personalized onboarding flow. 

24:40
The "gems" from this resource are only available to premium members.
  • Unlock access to gems from over 130 mobile growth resources
  • Define your preferred categories and receive new relevant gems directly in your inbox
  • Discuss key insights (and any other mobile growth topic) in the members-only community.
Upgrade Your Plan
💎 #
1

Focusing your efforts on a user's first few sessions allows for the highest potential impact and increases the speed of iterative testing.  

11:48
💎 #
2

Leave at least one full week or business cycle between tests in case user behavior is different throughout the week. 

12:47
💎 #
3

About 80% of subscriptions happen within the first week (according to Phiture's internal data). 

13:04
💎 #
4

If the product & CRM teams can work together you can: - Increase significantly the amount of tests you can run per year (3x for Phiture) - Ensure that only the proven concepts are being built by the product team 

13:42
💎 #
5

Asking some questions and collecting the data during onboarding and passing it to your CRM allows you to personalize from Day 0 (e.g. welcome email) based on what users are actually looking to achieve and promote the features that are the most useful to them. 

19:27
💎 #
6

Combine paywall copy tests and price testing with segmentation to only present the highest value product to the most active users vs. lower tier product to the least active users. 

20:55
💎 #
7

When it comes to getting users to experience the benefit of your app, you can increase user activation by removing choice and confusion using in-app messages. 

22:10
💎 #
8

You can create an onboarding session to better understand users (why they use the app) to create a personalized onboarding flow. 

24:40
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💎 #
1

Focusing your efforts on a user's first few sessions allows for the highest potential impact and increases the speed of iterative testing.  

11:48
💎 #
2

Leave at least one full week or business cycle between tests in case user behavior is different throughout the week. 

12:47
💎 #
3

About 80% of subscriptions happen within the first week (according to Phiture's internal data). 

13:04
💎 #
4

If the product & CRM teams can work together you can: - Increase significantly the amount of tests you can run per year (3x for Phiture) - Ensure that only the proven concepts are being built by the product team 

13:42
💎 #
5

Asking some questions and collecting the data during onboarding and passing it to your CRM allows you to personalize from Day 0 (e.g. welcome email) based on what users are actually looking to achieve and promote the features that are the most useful to them. 

19:27
💎 #
6

Combine paywall copy tests and price testing with segmentation to only present the highest value product to the most active users vs. lower tier product to the least active users. 

20:55
💎 #
7

When it comes to getting users to experience the benefit of your app, you can increase user activation by removing choice and confusion using in-app messages. 

22:10
💎 #
8

You can create an onboarding session to better understand users (why they use the app) to create a personalized onboarding flow. 

24:40
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Become a member to:
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Notes for this resource are currently being transferred and will be available soon.

Subscription introduction

Subscription economy continues to grow rapidly.

Here is the article from Jakub mentioned


Optimizing the Subscription Funnel


Optimizing the Subscription Funnel - Pre-Download


Optimizing the Subscription Funnel - Post Download (with CRM)


CRM can be utilized to boost and maintain subscription revenue throughout a user's lifecycle and the most impactful use cases are onboarding & activation.


Download → Subscription Conversion

Download → subscription conversion is the one with the highest potential impact because it is further up the funnel. It is also much easier to rapidly iterate to optimize (larger cohorts) and the vast majority of subscriptions happen within the first few sessions.


[💎 @11:48] Focusing your efforts on a user's first few sessions allows for the highest potential impact and increases the speed of iterative testing.

[💎 @12:47] Leave at least one full week or business cycle between tests in case user behavior is different throughout the week.


[💎 @13:04] About 80% of subscriptions happen within the first week (according to Phiture's internal data).


CRM as Execution Lever

Typically CRM and Product team work in silos.

[💎 @13:42] If the product & CRM teams can work together you can:

  1. Increase significantly the amount of tests you can run per year (3x for Phiture)
  2. Ensure that only the proven concepts are being built by the product team



CRM can allow to "smoke test" new hypotheses to assure success for product updates before putting significant development time into an idea.


With CRM you are only limited by the weekly cycle for tests.


In-App Messages as Delivery Channel

Phiture built Blender.

https://youtu.be/NOVq6eUqgjc


First session onboarding screens are the first in-product communication with users that act as a sales pitch for your subscription product. Lots of different possibilities in terms of the info you can provide so you want to find the optimal set of screens.

  • Increase user investment
  • Gain actionable insights about users
  • Increase reachable audience
  • Increase feature adoption


[💎 @19:27] Asking some questions and collecting the data during onboarding and passing it to your CRM allows you to personalize from Day 0 (e.g. welcome email) based on what users are actually looking to achieve and promote the features that are the most useful to them.



Paywall Optimization & Price Testing



[💎 @20:55] Combine paywall copy tests and price testing with segmentation to only present the highest value product to the most active users vs. lower tier product to the least active users.


User Activation


User activation plays a vital role in app subscriptions as it allows a user to experience the benefit of the product prior to the purchase.


[💎 @22:10] When it comes to getting users to experience the benefit of your app, you can increase user activation by removing choice and confusion using in-app messages.


Case studies


You can find more formal case studies from Phiture here.


Used data collected from onboarding to offer a personalized free workout for a fitness app, without any paywall.



[💎 @24:40] You can create an onboarding session to better understand users (why they use the app) to create a personalized onboarding flow.

Everything in green above is personalized


Full case study here


Q&A

  • Actively test. The more tests you can get out the more optimized your solution is and the biggest impact you can have.
  • The trend is still people more willing to subscribe.
  • Talk about Phiture's services.
  • Standard for prices? You need to test it.
  • When you're optimizing fully, you have to use every communication channel for what it's really good at, from SMS to direct mail. But focused on in-app messages mostly for this talk because they are the most impactful in terms of conversion rate.
  • Roles to hire for to become a great subscription app business: open minded people that are ok with being wrong



The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan

Subscription introduction

Subscription economy continues to grow rapidly.

Here is the article from Jakub mentioned


Optimizing the Subscription Funnel


Optimizing the Subscription Funnel - Pre-Download


Optimizing the Subscription Funnel - Post Download (with CRM)


CRM can be utilized to boost and maintain subscription revenue throughout a user's lifecycle and the most impactful use cases are onboarding & activation.


Download → Subscription Conversion

Download → subscription conversion is the one with the highest potential impact because it is further up the funnel. It is also much easier to rapidly iterate to optimize (larger cohorts) and the vast majority of subscriptions happen within the first few sessions.


[💎 @11:48] Focusing your efforts on a user's first few sessions allows for the highest potential impact and increases the speed of iterative testing.

[💎 @12:47] Leave at least one full week or business cycle between tests in case user behavior is different throughout the week.


[💎 @13:04] About 80% of subscriptions happen within the first week (according to Phiture's internal data).


CRM as Execution Lever

Typically CRM and Product team work in silos.

[💎 @13:42] If the product & CRM teams can work together you can:

  1. Increase significantly the amount of tests you can run per year (3x for Phiture)
  2. Ensure that only the proven concepts are being built by the product team



CRM can allow to "smoke test" new hypotheses to assure success for product updates before putting significant development time into an idea.


With CRM you are only limited by the weekly cycle for tests.


In-App Messages as Delivery Channel

Phiture built Blender.

https://youtu.be/NOVq6eUqgjc


First session onboarding screens are the first in-product communication with users that act as a sales pitch for your subscription product. Lots of different possibilities in terms of the info you can provide so you want to find the optimal set of screens.

  • Increase user investment
  • Gain actionable insights about users
  • Increase reachable audience
  • Increase feature adoption


[💎 @19:27] Asking some questions and collecting the data during onboarding and passing it to your CRM allows you to personalize from Day 0 (e.g. welcome email) based on what users are actually looking to achieve and promote the features that are the most useful to them.



Paywall Optimization & Price Testing



[💎 @20:55] Combine paywall copy tests and price testing with segmentation to only present the highest value product to the most active users vs. lower tier product to the least active users.


User Activation


User activation plays a vital role in app subscriptions as it allows a user to experience the benefit of the product prior to the purchase.


[💎 @22:10] When it comes to getting users to experience the benefit of your app, you can increase user activation by removing choice and confusion using in-app messages.


Case studies


You can find more formal case studies from Phiture here.


Used data collected from onboarding to offer a personalized free workout for a fitness app, without any paywall.



[💎 @24:40] You can create an onboarding session to better understand users (why they use the app) to create a personalized onboarding flow.

Everything in green above is personalized


Full case study here


Q&A

  • Actively test. The more tests you can get out the more optimized your solution is and the biggest impact you can have.
  • The trend is still people more willing to subscribe.
  • Talk about Phiture's services.
  • Standard for prices? You need to test it.
  • When you're optimizing fully, you have to use every communication channel for what it's really good at, from SMS to direct mail. But focused on in-app messages mostly for this talk because they are the most impactful in terms of conversion rate.
  • Roles to hire for to become a great subscription app business: open minded people that are ok with being wrong



The notes from this resource are only available to premium members.

The detailed notes taken for a resource are an easy way to see the gems in context to get a better understanding. They also include any relevant visuals from the source.
↘ At this point, you know what to do ↙
Request Access

Subscription introduction

Subscription economy continues to grow rapidly.

Here is the article from Jakub mentioned


Optimizing the Subscription Funnel


Optimizing the Subscription Funnel - Pre-Download


Optimizing the Subscription Funnel - Post Download (with CRM)


CRM can be utilized to boost and maintain subscription revenue throughout a user's lifecycle and the most impactful use cases are onboarding & activation.


Download → Subscription Conversion

Download → subscription conversion is the one with the highest potential impact because it is further up the funnel. It is also much easier to rapidly iterate to optimize (larger cohorts) and the vast majority of subscriptions happen within the first few sessions.


[💎 @11:48] Focusing your efforts on a user's first few sessions allows for the highest potential impact and increases the speed of iterative testing.

[💎 @12:47] Leave at least one full week or business cycle between tests in case user behavior is different throughout the week.


[💎 @13:04] About 80% of subscriptions happen within the first week (according to Phiture's internal data).


CRM as Execution Lever

Typically CRM and Product team work in silos.

[💎 @13:42] If the product & CRM teams can work together you can:

  1. Increase significantly the amount of tests you can run per year (3x for Phiture)
  2. Ensure that only the proven concepts are being built by the product team



CRM can allow to "smoke test" new hypotheses to assure success for product updates before putting significant development time into an idea.


With CRM you are only limited by the weekly cycle for tests.


In-App Messages as Delivery Channel

Phiture built Blender.

https://youtu.be/NOVq6eUqgjc


First session onboarding screens are the first in-product communication with users that act as a sales pitch for your subscription product. Lots of different possibilities in terms of the info you can provide so you want to find the optimal set of screens.

  • Increase user investment
  • Gain actionable insights about users
  • Increase reachable audience
  • Increase feature adoption


[💎 @19:27] Asking some questions and collecting the data during onboarding and passing it to your CRM allows you to personalize from Day 0 (e.g. welcome email) based on what users are actually looking to achieve and promote the features that are the most useful to them.



Paywall Optimization & Price Testing



[💎 @20:55] Combine paywall copy tests and price testing with segmentation to only present the highest value product to the most active users vs. lower tier product to the least active users.


User Activation


User activation plays a vital role in app subscriptions as it allows a user to experience the benefit of the product prior to the purchase.


[💎 @22:10] When it comes to getting users to experience the benefit of your app, you can increase user activation by removing choice and confusion using in-app messages.


Case studies


You can find more formal case studies from Phiture here.


Used data collected from onboarding to offer a personalized free workout for a fitness app, without any paywall.



[💎 @24:40] You can create an onboarding session to better understand users (why they use the app) to create a personalized onboarding flow.

Everything in green above is personalized


Full case study here


Q&A

  • Actively test. The more tests you can get out the more optimized your solution is and the biggest impact you can have.
  • The trend is still people more willing to subscribe.
  • Talk about Phiture's services.
  • Standard for prices? You need to test it.
  • When you're optimizing fully, you have to use every communication channel for what it's really good at, from SMS to direct mail. But focused on in-app messages mostly for this talk because they are the most impactful in terms of conversion rate.
  • Roles to hire for to become a great subscription app business: open minded people that are ok with being wrong