2 Strategies Mimo Uses to Turn Trials into Subscribers
This Paywall Raised Paying Conversion 59.6%
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Foodnoms: the share of trial-eligible new users who made a payment rose 59.6% relative to control in a two-week July 2024 test. Company-reported; the timeline, reminder and other paywall changes were tested together, and cohorts were still maturing.
Company accounts, not independently verified.
- 9 entries · company accounts
From Blinkist, Mimo, Foodnoms, Opal, Built With Science, Sunflower, ShareFile
Overview
Replace the feature list on the paywall with a dated timeline (access today, a reminder before the end, the day billing starts) then ask to send that reminder, and send it.
People hesitate to start a free trial because they expect to forget to cancel. At Blinkist, the top complaint in app reviews was being charged on the last day of a 7-day trial, and users said they felt tricked (Jaycee Day, Blinkist's designer).
Fits when
- Subscription apps whose trial converts to paid automatically, where users hesitate to start for fear of forgetting to cancel
- Apps that can deliver a reminder before the trial ends, by scheduled local notification or automated email
- Apps that have not yet used their one iOS notification prompt before the paywall
Evidence & sources 9 entries
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Good to knowFit and evidence notes
- Fit to consider
- The reminder is a promise made on the paywall. If it is not scheduled or not seen (under quiet provisional delivery, say) the stated terms are broken.
- About the evidence
- Foodnoms and Built With Science changed other things at the same time, so the effect of the timeline alone is not isolated.
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