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.
Focusing your efforts on a user's first few sessions allows for the highest potential impact and increases the speed of iterative testing.
Leave at least one full week or business cycle between tests in case user behavior is different throughout the week.
About 80% of subscriptions happen within the first week (according to Phiture's internal data).
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
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.
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.
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.
You can create an onboarding session to better understand users (why they use the app) to create a personalized onboarding flow.
Focusing your efforts on a user's first few sessions allows for the highest potential impact and increases the speed of iterative testing.
Leave at least one full week or business cycle between tests in case user behavior is different throughout the week.
About 80% of subscriptions happen within the first week (according to Phiture's internal data).
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
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.
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.
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.
You can create an onboarding session to better understand users (why they use the app) to create a personalized onboarding flow.
Focusing your efforts on a user's first few sessions allows for the highest potential impact and increases the speed of iterative testing.
Leave at least one full week or business cycle between tests in case user behavior is different throughout the week.
About 80% of subscriptions happen within the first week (according to Phiture's internal data).
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
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.
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.
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.
You can create an onboarding session to better understand users (why they use the app) to create a personalized onboarding flow.
Notes for this resource are currently being transferred and will be available soon.
Subscription economy continues to grow rapidly.
Here is the article from Jakub mentioned
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:
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.
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.
[💎 @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.
[💎 @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 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.
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
Subscription economy continues to grow rapidly.
Here is the article from Jakub mentioned
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:
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.
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.
[💎 @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.
[💎 @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 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.
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
Subscription economy continues to grow rapidly.
Here is the article from Jakub mentioned
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:
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.
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.
[💎 @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.
[💎 @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 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.
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
