1 of 104

Which App Monetization Strategies Actually Work?

Steve Young

Founder & CEO

App Masters

San Francisco

2 of 104

3 of 104

teeny, tiny A/B Tests That Generate MASSIVE Results

4 of 104

5 of 104

6 of 104

7 of 104

#1 App Business Podcast - 800+ Episodes

Showcasing remarkable thought leaders in the mobile app space.

Chris Barton

David Reichelt

Mariah Lichtenstern

Nancy Hua

Creator of #1 world wide hit Color Switch.

CEO & Co-Founder of Apptimize.

Founder & Board Director of Shazam.

Founding Partner at DiverseCity Ventures.

8 of 104

#1 App Business Podcast - 800+ Episodes

Showcasing remarkable thought leaders in the mobile app space.

Matthew Hall

Steve O'Hear

Wilhelm Taht

Keith Teare

Tech Journalist at Techcrunch.

Techcrunch Co-Founder. Executive Chair at Accelerated Digital Ventures.

Co-Founder, Hipster Whale. Creator of Crossy Road.

Executive Vice President for Games at Rovio.

9 of 104

3,326

APPS SERVED SINCE 2013

10 of 104

TRUSTED BY

11 of 104

teeny, tiny A/B Tests That Generate MASSIVE Results

12 of 104

Paywall on Onboarding?!

13 of 104

A

B

14 of 104

A

B

2X

Sales

15 of 104

Show Paywall During Onboarding Process

16 of 104

17 of 104

18 of 104

19 of 104

Where users usually buy?

20 of 104

Onboarding over or under 50%?

21 of 104

Where users usually buy?

22 of 104

Where users usually buy?

23 of 104

Homepage (CTA)

24 of 104

A

B

25 of 104

A

B

57% Increase

26 of 104

27 of 104

Discounts

28 of 104

Where users usually buy?

29 of 104

Source: Think with Google

30 of 104

77%

The average app loses 77% of its daily active users—in three days.

Source: Amplitude

31 of 104

6 Days

Users tend to keep an app for just under 6 days before losing interest, and usually uninstall it altogether.

Source: Adjust

32 of 104

A

B

33 of 104

A

B

Winner

34 of 104

35 of 104

36 of 104

37 of 104

38 of 104

Reading (all locked)

39 of 104

Paywalls

40 of 104

A

B

41 of 104

A

B

34% Increase

42 of 104

3.5%

4.7%

6.8%

43 of 104

Half-screen paywall (0.35%)

New Paywall + Price Increase (3%)

Video Paywall (6%)

Optimize Pricing +

Black Friday Sale

44 of 104

# of Plans

45 of 104

46 of 104

47 of 104

48 of 104

49 of 104

50 of 104

51 of 104

A

View all plans

B

Or $3.99/month

52 of 104

A

View all plans

B

Or $3.99/month

31% Improvement

53 of 104

🤤

54 of 104

55 of 104

A

B

56 of 104

A

B

1.5X Sales

57 of 104

58 of 104

59 of 104

Cheap Plan: Monthly

60 of 104

Cheap Plan: Monthly

Highest LTV: Weekly / Yearly

61 of 104

Cheap Plan: Monthly

Highest LTV: Weekly / Yearly with trial

Decoy: 6 month

62 of 104

>

63 of 104

>

38% increase

64 of 104

Hard or Soft Paywall?

65 of 104

B

A

X

66 of 104

A

B

X

67 of 104

A

B

X

2X Sales

68 of 104

HARD PAYWALL

SOFT PAYWALL

HARD PAYWALL

69 of 104

70 of 104

71 of 104

SEMI-HARD

72 of 104

73 of 104

74 of 104

75 of 104

76 of 104

77 of 104

78 of 104

79 of 104

80 of 104

Account Creation

81 of 104

Onboarding

Screens

82 of 104

Onboarding

Screens

83 of 104

Paywall Views

40% to 94%

84 of 104

190%

increase in activations

85 of 104

52%

increase in sales

86 of 104

87 of 104

Content Gating

88 of 104

A

B

89 of 104

A

B

34% Increase

90 of 104

A

B

🔒

91 of 104

A

B

🔒

35% Increase

92 of 104

93 of 104

Web2App Flows

94 of 104

95 of 104

96 of 104

97 of 104

98 of 104

99 of 104

100 of 104

101 of 104

102 of 104

Get Started

Subscribe

A

B

103 of 104

Get Started

Subscribe

A

B

30% Increase

in Conversions

104 of 104

Contact

steve@appmasters.com

https://www.youtube.com/appmasters

Thank

You