Balancing free and paid experiences for subscription apps
summary
Multiple companies share concrete A/B results: Peak adds rewarded videos and interstitials, times the extra free games around day eight and turns formerly free users into >20% of revenue while cutting free game count increases installed LTV by 45% increase; Rise doubles free guides and lifts conversion by 12%. Dropbox experiments with a three-device limit, prompting more trials and upgrades while keeping short-term retention flat. New York Times iterates a hard registration wall into clearer, separated registration and subscription steps and sees registrations and conversion rise; German localization of trials causes backlash until adapted.
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chapters (7)
- 0:00Intro
- 2:16Ads & Subscriptions - It's a balancing act
- 6:29The tale of 2 AB tests
- 11:12Device limit on Dropbox
- 14:50Free experience update
- 16:06Paywall for German market
- 20:21Refining in-app user messaging
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