Mobile Application Subscription and Purchases

Item not bookmarked
Resource bookmarked
Bookmarking...
⛏️
Guest Miner:
Sylvain Gauchet
Review star
Review star
Review star
Review star
Review star
💎  x
6

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.

Source:
Mobile Application Subscription and Purchases
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Podcast
Publication date:
August 1, 2021
Added to the Vault on:
August 30, 2021
Invite a guest
These insights were shared through the free Growth Gems newsletter.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
💎 #
1

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.

09:00
💎 #
2

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.

10:30
💎 #
3

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.

11:03
💎 #
4

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

12:22
💎 #
5

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.

13:35
💎 #
6

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.

24:05
The gems from this resource are only available to premium members.
💎 #
1

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.

09:00
💎 #
2

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.

10:30
💎 #
3

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.

11:03
💎 #
4

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

12:22
💎 #
5

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.

13:35
💎 #
6

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.

24:05
The gems from this resource are only available to premium members.

Gems are the key bite-size insights "mined" from a specific mobile marketing resource, like a webinar, a panel or a podcast.
They allow you to save time by grasping the most important information in a couple of minutes, and also each include the timestamp from the source.

💎 #
1

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.

09:00
💎 #
2

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.

10:30
💎 #
3

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.

11:03
💎 #
4

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

12:22
💎 #
5

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.

13:35
💎 #
6

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.

24:05

Notes for this resource are currently being transferred and will be available soon.

Purchasely pitch

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.

UX advice 

[💎@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:

  • Using winback offers
  • Downsell them
  • Change the product and/or the composition of your offer

[💎@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.

App Store fees

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:

  • Handling the bills
  • Handling VAT
  • Handling payment methods across all the countries
  • Handling refunds
  • Handling credit card expirations, which reduces the churn

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.

How to A/B test paywalls for subscriptions

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.

Future of purchasely

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.


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

Purchasely pitch

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.

UX advice 

[💎@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:

  • Using winback offers
  • Downsell them
  • Change the product and/or the composition of your offer

[💎@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.

App Store fees

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:

  • Handling the bills
  • Handling VAT
  • Handling payment methods across all the countries
  • Handling refunds
  • Handling credit card expirations, which reduces the churn

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.

How to A/B test paywalls for subscriptions

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.

Future of purchasely

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.


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

Purchasely pitch

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.

UX advice 

[💎@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:

  • Using winback offers
  • Downsell them
  • Change the product and/or the composition of your offer

[💎@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.

App Store fees

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:

  • Handling the bills
  • Handling VAT
  • Handling payment methods across all the countries
  • Handling refunds
  • Handling credit card expirations, which reduces the churn

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.

How to A/B test paywalls for subscriptions

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.

Future of purchasely

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.