How to get your first subscribers: Steve P. Young’s advice for indie developers

Getting traction with your app isn’t easy, especially when you’re starting with no downloads or paying customers. We sat down with Steve Young, founder of App Masters, to dive into practical steps for indie developers aiming to grow their app into a sustainable, revenue-generating business.

The hardest part of starting out

The biggest challenge is getting from zero downloads and subscribers to your first dollar. It’s easy to feel overwhelmed when you see competitors with big user bases and slick features. 

Focus on building awareness. Don’t get lost in feature-building – getting downloads first is essential.

3 steps to attracting early subscribers

If you’re just getting started, Steve’s got a simple action plan:

1. Build the basics first.

Don’t try to match every feature you see in big apps. Start lean. Focus on one valuable feature and get it in front of users.

2. Make that first sale count.

A single paying subscriber validates your app and motivates you to keep going. This initial win is crucial.

3. Test small ad budgets

Start with Apple Search Ads or Google Ads, but keep your budget low ($1,000 or less). Find keywords that drive conversions and double down on what works.

Pro tip: Check out App Masters on YouTube for Steve’s expert advice on growing a successful app from scratch.

Make your onboarding count

Your onboarding experience is your first chance to show users why they need your app. Here’s how Steve recommends optimizing it:

• Simple, guided start: Focus on the core value of your app and avoid overloading users with details. Get them to the “aha” moment quickly.
• Pick the right paywall:
  • • Hard paywall: Requires users to subscribe before using the app, effective for specific tools (like a photo editor or VPN).
  • • Soft paywall: Let users explore first – this works well for apps that need to show value before converting users.

If you’re looking to design a paywall that balances seamless monetization with App Store approval, check out this guide on app paywall design. It covers best practices for creating a paywall that meets both user expectations and App Store guidelines.

Paywall mistakes to avoid

The paywall can make or break your success. Here’s what to watch out for:

• No call-to-action button

Users need guidance. A clear, easy-to-see button like “Get Started” or “Continue” makes a big difference.

• Charging too little

Indie developers often worry about pricing, but don’t undercharge. A higher price can make your app look more valuable. If you’re getting positive feedback, consider testing a higher price point.

If you’re unsure where to start or need benchmarks to guide you, check out this report on the state of in-app subscriptions. It’s packed with insights that can help you set competitive pricing.

Track the metrics that matter

For subscription apps, these are the metrics to focus on:

• Cost per Trial 

Look for users willing to test the app. Free trials drive higher conversions, making this a key metric.

• LTV

Different markets respond to different prices. Test lower prices for markets outside the U.S. and measure the effect on renewals and overall LTV.

If you’re looking for a powerful way to track these metrics and more, Adapty’s performance analytics provides detailed insights to help you optimize your app’s revenue strategy.

Q&A with Steve P. Young

What’s your largest subscription check that you ever paid?

Calm’s lifetime subscription! They got me with a clever deal – 50% off the lifetime plan after I’d already paid for a yearly subscription. It was one of those “last chance!” sales. So I ended up paying around $210 in total, and they reeled me in.

How many subscriptions do you have going right now?

Probably about 8! And that’s not even counting the streaming services. Apps have definitely got me hooked.

What’s the fastest-growing app you’ve ever worked on?

I’d say the one we took to six figures ARR in just a few months. We used the “hard paywall” strategy, which really paid off. It was doing around $1,000 a month, and after some tweaks, we had it hitting $10,000. Just goes to show – a little optimization can go a long way!

Any advice for indie developers trying to get to six figures?

Get around 100 downloads a day, and you’re on your way! With consistent downloads and smart optimizations, you can hit that six-figure mark. It’s all about testing, tweaking, and sticking with what works.