Olivier Destreback talks with Jean-François Grang (CEO at Purchasely) about the effort it takes to implement subscriptions, how to do it and how to a/b test paywalls.
Implementing server-to-server notifications to check on the status of a user has been very complex, and a lot of beginners choose not to do so. This prevents them from leveraging the marketing tools and winback offers it brings.
You need to “seduce” your users so they end up purchasing your subscription. This means you have to give before receiving: offer a free trial, a bit of content, etc.
Personalizing is the best way to make people want to convert. You can do this through understanding who your users are and how to personalize/contextualize their paywall.
If your subscribers are churning, find a way to retain them. A few ways:
- Using winback offers
- Downsell them
- Change the product and/or the composition of your offer
Apple introduced StoreKit2, which facilitates understanding the state of the user (subscribed, cancelled, etc.). However, it’s only for iOS 15+ users and you still have to support StoreKit for previous versions.
With iOS 15, Apple introduced the possibility to change your app store page through Custom Product Pages. You want to have the same “material/assets/claim” as your app in your onboarding so that you provide a consistent experience from the app store to the subscription.
Implementing server-to-server notifications to check on the status of a user has been very complex, and a lot of beginners choose not to do so. This prevents them from leveraging the marketing tools and winback offers it brings.
You need to “seduce” your users so they end up purchasing your subscription. This means you have to give before receiving: offer a free trial, a bit of content, etc.
Personalizing is the best way to make people want to convert. You can do this through understanding who your users are and how to personalize/contextualize their paywall.
If your subscribers are churning, find a way to retain them. A few ways:
- Using winback offers
- Downsell them
- Change the product and/or the composition of your offer
Apple introduced StoreKit2, which facilitates understanding the state of the user (subscribed, cancelled, etc.). However, it’s only for iOS 15+ users and you still have to support StoreKit for previous versions.
With iOS 15, Apple introduced the possibility to change your app store page through Custom Product Pages. You want to have the same “material/assets/claim” as your app in your onboarding so that you provide a consistent experience from the app store to the subscription.
Implementing server-to-server notifications to check on the status of a user has been very complex, and a lot of beginners choose not to do so. This prevents them from leveraging the marketing tools and winback offers it brings.
You need to “seduce” your users so they end up purchasing your subscription. This means you have to give before receiving: offer a free trial, a bit of content, etc.
Personalizing is the best way to make people want to convert. You can do this through understanding who your users are and how to personalize/contextualize their paywall.
If your subscribers are churning, find a way to retain them. A few ways:
- Using winback offers
- Downsell them
- Change the product and/or the composition of your offer
Apple introduced StoreKit2, which facilitates understanding the state of the user (subscribed, cancelled, etc.). However, it’s only for iOS 15+ users and you still have to support StoreKit for previous versions.
With iOS 15, Apple introduced the possibility to change your app store page through Custom Product Pages. You want to have the same “material/assets/claim” as your app in your onboarding so that you provide a consistent experience from the app store to the subscription.
Notes for this resource are currently being transferred and will be available soon.
Usually big teams working on subscriptions, not easy to implement.
Explanation of everything that’s needed, it usually takes more time than expected.
[💎@09:00] Implementing server-to-server notifications to check on the status of a user has been very complex, and a lot of beginners choose not to do so. This prevents them from leveraging the marketing tools and winback offers it brings.
[💎@10:30] You need to “seduce” your users so they end up purchasing your subscription. This means you have to give before receiving: offer a free trial, a bit of content, etc.
--
[💎@11:03] Personalizing is the best way to make people want to convert. You can do this through understanding who your users are and how to personalize/contextualize their paywall.
--
Present the offers at the right moment. Give, make him happy, then convert.
To be successful, you need to increase the number of touchpoints with your users, and contextualize these touchpoints.
[💎@12:22] If your subscribers are churning, find a way to retain them. A few ways:
[💎@13:35] Apple introduced StoreKit2, which facilitates understanding the state of the user (subscribed, cancelled, etc.). However, it’s only for iOS 15+ users and you still have to support StoreKit for previous versions.
There are over 40 different states of users in their data model. If you want to do some intensive marketing work during the subscription journey, you have to understand if the user comes from a trial, converts, which subscription group he is in, if he downgrades/upgrades.
Don’t try to implement it yourself. People that are successful have dedicated teams.
All the stores are doing the same. A lot of people are complaining, but we forget how it was before (freeware, etc.) when developers were struggling to monetize.
Every margin is always too much. Apple is asking for 15% (vs. 3% for Stripe) but is offering more:
When you are a big player, users can trust you with their credit card info. If they don’t know you, they probably won’t.
You always need to pass App Store app reviews, and follow the guidelines. Even for A/B tests.
You need to test how you present your offers, and you also want to A/B test your pricing.
Dating apps are playing on their prices a lot. Purchasely allows you to build as many versions of paywalls as you want.
Offer different subscription plans. Example: 1 month without free trial vs. yearly with a free trial.
[💎@24:05] With iOS 15, Apple introduced the possibility to change your app store page through Custom Product Pages. You want to have the same “material/assets/claim” as your app in your onboarding so that you provide a consistent experience from the app store to the subscription.
Added right to left support on paywall, paywall templates with video as well as reshaping their paywall editor to make it very similar to what you see in Figma.
Usually big teams working on subscriptions, not easy to implement.
Explanation of everything that’s needed, it usually takes more time than expected.
[💎@09:00] Implementing server-to-server notifications to check on the status of a user has been very complex, and a lot of beginners choose not to do so. This prevents them from leveraging the marketing tools and winback offers it brings.
[💎@10:30] You need to “seduce” your users so they end up purchasing your subscription. This means you have to give before receiving: offer a free trial, a bit of content, etc.
--
[💎@11:03] Personalizing is the best way to make people want to convert. You can do this through understanding who your users are and how to personalize/contextualize their paywall.
--
Present the offers at the right moment. Give, make him happy, then convert.
To be successful, you need to increase the number of touchpoints with your users, and contextualize these touchpoints.
[💎@12:22] If your subscribers are churning, find a way to retain them. A few ways:
[💎@13:35] Apple introduced StoreKit2, which facilitates understanding the state of the user (subscribed, cancelled, etc.). However, it’s only for iOS 15+ users and you still have to support StoreKit for previous versions.
There are over 40 different states of users in their data model. If you want to do some intensive marketing work during the subscription journey, you have to understand if the user comes from a trial, converts, which subscription group he is in, if he downgrades/upgrades.
Don’t try to implement it yourself. People that are successful have dedicated teams.
All the stores are doing the same. A lot of people are complaining, but we forget how it was before (freeware, etc.) when developers were struggling to monetize.
Every margin is always too much. Apple is asking for 15% (vs. 3% for Stripe) but is offering more:
When you are a big player, users can trust you with their credit card info. If they don’t know you, they probably won’t.
You always need to pass App Store app reviews, and follow the guidelines. Even for A/B tests.
You need to test how you present your offers, and you also want to A/B test your pricing.
Dating apps are playing on their prices a lot. Purchasely allows you to build as many versions of paywalls as you want.
Offer different subscription plans. Example: 1 month without free trial vs. yearly with a free trial.
[💎@24:05] With iOS 15, Apple introduced the possibility to change your app store page through Custom Product Pages. You want to have the same “material/assets/claim” as your app in your onboarding so that you provide a consistent experience from the app store to the subscription.
Added right to left support on paywall, paywall templates with video as well as reshaping their paywall editor to make it very similar to what you see in Figma.
Usually big teams working on subscriptions, not easy to implement.
Explanation of everything that’s needed, it usually takes more time than expected.
[💎@09:00] Implementing server-to-server notifications to check on the status of a user has been very complex, and a lot of beginners choose not to do so. This prevents them from leveraging the marketing tools and winback offers it brings.
[💎@10:30] You need to “seduce” your users so they end up purchasing your subscription. This means you have to give before receiving: offer a free trial, a bit of content, etc.
--
[💎@11:03] Personalizing is the best way to make people want to convert. You can do this through understanding who your users are and how to personalize/contextualize their paywall.
--
Present the offers at the right moment. Give, make him happy, then convert.
To be successful, you need to increase the number of touchpoints with your users, and contextualize these touchpoints.
[💎@12:22] If your subscribers are churning, find a way to retain them. A few ways:
[💎@13:35] Apple introduced StoreKit2, which facilitates understanding the state of the user (subscribed, cancelled, etc.). However, it’s only for iOS 15+ users and you still have to support StoreKit for previous versions.
There are over 40 different states of users in their data model. If you want to do some intensive marketing work during the subscription journey, you have to understand if the user comes from a trial, converts, which subscription group he is in, if he downgrades/upgrades.
Don’t try to implement it yourself. People that are successful have dedicated teams.
All the stores are doing the same. A lot of people are complaining, but we forget how it was before (freeware, etc.) when developers were struggling to monetize.
Every margin is always too much. Apple is asking for 15% (vs. 3% for Stripe) but is offering more:
When you are a big player, users can trust you with their credit card info. If they don’t know you, they probably won’t.
You always need to pass App Store app reviews, and follow the guidelines. Even for A/B tests.
You need to test how you present your offers, and you also want to A/B test your pricing.
Dating apps are playing on their prices a lot. Purchasely allows you to build as many versions of paywalls as you want.
Offer different subscription plans. Example: 1 month without free trial vs. yearly with a free trial.
[💎@24:05] With iOS 15, Apple introduced the possibility to change your app store page through Custom Product Pages. You want to have the same “material/assets/claim” as your app in your onboarding so that you provide a consistent experience from the app store to the subscription.
Added right to left support on paywall, paywall templates with video as well as reshaping their paywall editor to make it very similar to what you see in Figma.
