With the release of iOS 13, Apple set the trend for the privacy of user data. More recent seismic changes, related to developers’ access to IDFA, will affect traffic purchases, the work of internal unit economics analytics systems, and mobile marketing as a whole.
Traffic volumes in mobile apps should not be impacted. However, the traffic itself will become less targeted, and the number of irrelevant users will grow. In the context of this shift, personalisation of onboarding and payment screens (paywalls) will have the maximum impact on the quality of monetisation.
Targeted A/B tests are a tool for finding the best deal for a segment of your app users. In a post-IDFA environment, they are becoming the most effective way to keep mobile targeting accurate. In this article, we will cover how A/B tests are done in Adapty.
To use A/B testing for paywalls in Adapty, you need to install the Adapty SDK. Choose any that suits your platform and install it through your package manager. All SDKs are entirely open-source.
Please call the Adapty.logShowPaywall(paywall) method: it increments the number of users who see the paywall. This will allow you to calculate statistics in tests more accurately.
Install Subscription Status URL in your App Store Connect:
Check the installation with a test purchase in the Sandbox on your device, as purchases won’t work correctly using the purchase simulator. If everything is alright, you will see a new profile inside Adapty and events in the Event Feed.
Structure of purchases and A/B tests in Adapty consist of four main components:
Access level is a marker showing whether a person has access to premium features. Access levels are used if there are screens and functionality inside your application that are only available after activating the subscription.
With just a line of code, your developer can check whether to show the user a paywall or go straight to displaying functions. This is how you do it:
There can be several access levels. Tinder uses three subscription tiers and, accordingly, three access levels: Plus, Gold, and Platinum.
Imagine your app being released for both iOS and Android. Each platform has logically identical purchases, for example, a monthly subscription that opens up the same functionality.
Product IDs are usually difficult to read and recall, so working with them in analytics isn’t very convenient: you need to remember inconvenient IDs for each platform.
With Adapty Products, you can collect logically identical products from App Store and Google Play into one product, making it convenient to work in analytics, create paywalls, and conduct A/B testing.
Note that technically, lifetime subscriptions are one-time purchases. For analytics to be measured correctly, we recommend checking the appropriate flag:
Adapty supports Apple Promotional Offers: just add the offer ID to the product, then link it to the paywall.
Once you generate products, you can move on to creating paywalls.
Paywall is a crucial entity within Adapty. Technically, that's an array of products + optional JSON + visual rector (editor).
The paywall has an SDK ID, which is the only thing that needs to be hardcoded on the device.
Adapty Paywall has three main components:
Primary user case in Adapty paywalls is to receive purchases from the service and place them on your screen. Developer himself makes the layout and design of the screen, and purchases are received through Adapty. During the design process, developers lay out key elements, such as text and images, which can then be modified using custom JSON.
This scenario gives you great flexibility and allows you to stay within your style while using a paywall of any visual complexity.
Over time, any paywall accumulates stats:
In Adapty, you can see all these metrics, and some others.
To ensure that statistics are read correctly, use the Adapty.logShowPaywall(paywall) method. Call it precisely the moment the user opened the corresponding paywall.
Adapty shows metrics both at the paywall level and at the product level in paywall.
Suppose you send a paywall to production and at some point begin wondering: How do you compare multiple offers? How do you show a paywall to a specific user group? Of course, you’d want these tasks to be solved while avoiding a mobile application release and writing additional code.
With Adapty, you can do this in two clicks. Convert paywall to A/B paywall test (remember that paywall in Adapty is a logical place in the application), then add purchase options.
When converting the paywall to A/B test, the A/B test’s SDK ID remains the same as that of the paywall. Due to this, you don’t have to release the application.
You can think of a paywall as a card and an A/B test as a deck of cards. Your app will show a paywall in any case, so the necessary card is accidentally pulled out of the deck and sent to the device.
You can only create an A/B test based on a paywall. We believe that this logic allows you to save data accurately as well as avoid many excessive paywalls.
Internally, the test consists of:
A/B tests include the ability to target the test audience using Segments, groups of users with the same attributes.
By default, the test is created with one segment: all users. Add as many internal paywalls as you like inside this test. The internal paywall is the same paywall but without the SDK ID.
Within the segment, you can make the desired distribution of weights. For example, if you are unsure of your experimental solution, you can allocate 10% of your traffic to a new paywall.
If you opt to finish the test, Adapty will show you a list of all paywalls and offers to choose the best one. After that, all internal paywalls will go to the archive under the Inactive button, and the test will turn into a paywall again.
Just as in the paywall, the test results can be monitored live at the level of internal paywalls and products. Metrics remain the same.
However, when choosing two paywalls, Adapty conducts a statistical test for significant differences between paywalls.
We see that with our A/B tests, companies are increasing their revenues up to 40% within a few months. After integration, setting up paywalls and A/B tests does not require any code and can be done directly by marketers. They can compare paywalls, change price tags, manage payment screens without app releases, and analyze your business’s health deceivingly effortless.
With 14-day trial and five strings of code to get you going, Adapty is worth checking out. Implement in-app subscriptions, purchases restore, receipt validation in your app using our mobile SDK. Adapty SDK is available on any platform you'd need and requires less than a dozen strings to get you going.