As the Prosto App team set up Adapty SDK, they had already collected basic analytics and developed some hypotheses to test. Advertisements for the app were effective for hooking users, but the install-to-subscription rate could be higher. Russian users are not commonly fond of mobile subscriptions according to Adapty's recent report. However, Prosto App maintains its high rating despite this lack of interest in the IAP model.
Prosto App used to offer its users two subscription plans before switching to Adapty: the annual plan for $30 and the monthly plan for $3. Based on analytics, they learned the annual subscription plan was expensive for their users. They assumed that if they were to offer a plan at about $15, their users would be more inclined to subscribe.
In Adapty, they created an A/B test for the paywall and made some changes to the design:
Here are the results of the first test:
This resulted in a lower subscriber acquisition cost and rethinking the team's traffic and ad spending. And, even more importantly, subscribers have now been redistributed. Previously, nearly 6% of their subscribers were on a monthly subscription. After the test, bi-annual plans ended up being quite popular with the users.
As seen in the chart, their ad budgets remained the same, but their revenue increased. As the number of subscriptions increased, so did renewals.
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