CaddieThe bottom line
Offering a free trial only on the annual plan made Moonly users pick it more often, which lifted conversion and revenue. The trial made the annual option feel like the safer choice.
Key takeaways
- Limiting the trial to the annual plan pushed users toward that plan. The trial made the annual option seem safer than the other two.
- Users chose the annual plan more often than either of the other two options.
- Conversion from paywall view to subscription rose 39%. More viewers committed once the annual plan came with a trial.
- Revenue grew on both the install and the payer level. More subscribers came in, and each paid slightly more on average.
- Revenue per 100 installs rose 47%.
- ARPPU rose 5%.
The test
Only the annual plan got a free trial
| Plan 1 | Plan 2 | Annual plan | |
|---|---|---|---|
| Free trial | No | No | Yes |
| How it felt | Pay upfront | Pay upfront | Safer choice |
| How often picked | Less often | Less often | Most often |
Moonly added a trial period to the annual subscription only, leaving the other two options without one.
- The trial was exclusive to the annual plan.
- The app is Moonly, in the paywall and free trial category.
- The trial changed how users saw the options.
- The annual plan looked like a safer choice than the other two.
Result
Trial on annual lifted revenue per install 47%
View-to-subscription conversion39%
Revenue per 100 installs47%
ARPPU5%
The change improved conversion, revenue per install and revenue per paying user.
- Conversion from view to subscription increased 39%.
- Revenue per 100 installs increased 47%.
- ARPPU increased 5%.
In the growth library
Moonly, Paywall & free trial test. Moonly offered a free trial only on the annual plan, which pushed users toward the annual option because the trial made it feel safer. The test lifted view-to-subscription conversion by 39% and revenue per 100 installs by 47%.
Lessons that draw on this:
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