Are you missing out on subscription revenue
by not displaying your paywall early and often enough and keeping it refreshed?
Subscription paywalls are often treated as one of product features,
something developed, shipped, and then forgotten
as the focus moves on to building other functionality.
However, paywalls are an essential marketing tool
and should be treated like landing pages,
regularly refreshed and updated.
While paywalls are just one element of a successful subscription product,
they present a significant opportunity to optimize
by iterating on your paywall strategy,
you can increase the number of users
who start a trial or purchase a subscription.
If you're ready to explore new paywall opportunities,
here are five simple steps to follow.
Step 1: Display paywalls early and often.
A mistake many app developers make is not displaying a paywall
until the user is a long way into their use of an app.
However, by introducing a paywall in their first session,
many more users are exposed to a paywall,
increasing the number of your potential subscribers.
Even if a user doesn't subscribe, but the first paywall
you have planted a seed.
They know there is more to unlock in the app if they subscribe.
Step 2: Instrument your paywalls.
To guide your improvement efforts,
collect data about how users interact with your paywalls
and how your subscriptions perform.
Track your conversion rate on every paywall
and understand what proportion of users start a free trial,
how many users end up as paying subscribers,
how long each user remains a customer,
and how many are reactivating.
Step 3: Build trust through transparency.
Transparent communication builds trust
and is likely to lead to happier subscribers
who feel better informed and in control of their purchasing decisions.
Make sure your users are well informed about what the subscription provides,
the length of their child and how much and when they will be billed.
Consider including this information in your paywall
and providing notifications to users when their free trial is about to expire.
Step 4: Iterate regularly.
Don't assume you're fast mplementation of subscriptions
will deliver the most revenue.
Consider it a starting point for ongoing experimentation and improvement.
Successful subscription businesses work on all aspects of their funnel
and regularly iterate on their paywall.
They look at when and where to trigger paywalls,
what information to include and how to present it,
how to price and bundle subscription offers,
and how to leverage notifications
to drive more subscriptions and engagements.
They also test multiple conversion tactics,
such as including a promotional or instructional video in the paywall,
showcasing customer reviews
or other social proof and giving limited time offers
to increase the sense of urgency.
Step 5: Personalize.
People may be more interested in taking out a subscription
if they can see how the features or content on offer
match their goals and needs.
Therefore, consider tailoring your paywalls for each user
based on their behavior within the app
and particular consider what they were doing
just before the paywall open.
Things you know about them,
such as their country, tastes, goals, preferences,
and other information they provided while using the app.
Optimizing your subscription is an ongoing journey.
Remember to display paywalls early and often.
Instrument your paywalls.
Build trust through transparency.
Iterate regularly.
And personalize.
If you want to dive deeper into app growth,
check out the links in the video description.
Stay tuned for our next video
and let's grow together.