App Masters · Feb 16How One iOS Developer 2X Sales by Optimizing His Paywall
Sales slid to one or two a day, then an onboarding paywall, locked features and longer ads lifted in-app purchase revenue 211% and ad revenue 443%. Sales passed 50 a day after the January 6 release, and Josh no longer plans to sell it.
Tips
- Show the paywall to every user at the end of onboarding▶ 3:11In-app purchase revenue rose 211% and sales jumped immediately after the January 6th release, with sales consistently above the 50 mark afterward.
- Build a short onboarding with taglines that lead into the paywall▶ 2:54The new onboarding plus paywall took sales from about one or two a day in December to consistently above 50 a day.
- Lock most features and leave only one free▶ 5:50Part of the change set that doubled sales (in-app purchase revenue up 211%).
- Make the paywall easy to find on the home screen▶ 3:24Combined with the onboarding paywall, this lifted purchase revenue immediately at launch.
- Show a long mandatory video ad when users dismiss the paywall▶ 9:17Ad revenue rose 443%. Before, the app had a couple of banner ads and one or two 30 second ads.
- Fix the paywall on apps that already get steady downloads▶ 10:08The app was making about one or two sales a day in December despite steady download volume, and recovered after the change.
- Change the surrounding flow before changing price or paywall options▶ 6:19Pricing and options unchanged, yet in-app purchase revenue rose 211% and ad revenue 443%.
- Compare revenue and download trends after a paywall change▶ 8:51One six-figure-a-month client moved purchases from the App Store to a Stripe payment page and lost a number one keyword ranking with no ASO changes, around the same time App Store revenue dropped.
- Show a longer video ad rather than short ones to push paying▶ 4:15Ad revenue up 443% after the change.
- Pay for an expert audit when an app is losing money▶ 10:26The 500 dollar audit paid back quickly, and Josh went from planning to sell the app to keeping it and applying the same approach to his other apps.
- Reuse a proven paywall and onboarding formula across your other apps▶ 11:13
