Avatarify
Going Merry
Highlights
- +102% in average revenue per user
- +30% higher conversion to purchase
- +414% in activation revenue
- +50% total revenue growth
A client came to Adapty with a problem: they’d built a fast-growing app for a specific group of travelers but struggled to monetize effectively. With no serious competition in sight, they needed to move quickly to capture a larger share of their niche market.
Shortly after partnering with Adapty, the app increased its conversion rate to purchase by 30% just by updating the onboarding flow. A series of A/B tests and pricing tweaks resulted in 102% ARPU and 50% total revenue growth over four months.
Onboarding that converts
After reviewing the app, Adapty’s growth team identified that a new onboarding flow could immediately impact conversion. The original onboarding was too wordy and didn’t convey value very well.
Using Adapty’s Onboarding Builderc — a no-code tool that lets you create and publish onboarding flows without pestering developers — the growth team built a new version from scratch. They trimmed the copy, put the value proposition front and center, and added testimonials to build trust.
The new onboarding went from design to test launch in just two days. Once implemented, the client could easily iterate and push changes remotely without shipping a new app version.
Immediate results: +414% in activation revenue
The A/B test versus the previous onboarding showed an immediate win in just 11 days — conversion rate to purchase increased by 30%. In a few months, activation revenue (the revenue from users who subscribe during onboarding or the first session) grew by 414%.
Testing plans, pricing, and paywalls
New onboarding worked wonders, but it was just a start. Adapty’s growth team saw more opportunities for optimization.
Subscription plans
By experimenting with different plan combinations, the team found the best performer: a choice between monthly and annual subscriptions. This combo won against weekly/monthly and weekly/annual in both ARPU and total revenue.
Pricing strategy
Previously, the client set prices individually for many different countries. While this approach usually works better (you can see why by checking out Adapty Pricing Index), it wasn’t the best fit here. The app lacked data to set the right prices in many countries and created huge overhead by going too granular. Adapty’s growth team implemented a tiered pricing formula that was easier to maintain and yielded better results.
Paywall redesign
Finally, Adapty refreshed the paywall to create a visually consistent user onboarding flow. Adapty’s Paywall Builder uses the same toolset as Onboarding Builder, so it’s easier to make the paywall naturally complement the onboarding flow in terms of logic and design.
Price increase
All said and done, Adapty’s team suggested another way to boost growth: a price increase. The app was underpriced compared to the market benchmarks. That’s why an unusually bold 30% price increase went smoothly and hardly hurt the conversion rate, which went down just 5%.
The outcome: +102% ARPU and overall revenue growth
Adapty’s growth team ideas proved successful, and all important revenue metrics reflected that.
The client achieved this success by relying on Adapty’s growth team’s expertise and market knowledge. By using the toolset Adapty provides — Paywall and Onboarding Builders, A/B testing, and AI-powered analytics — our experts crafted a tailored growth strategy that considered the app’s specific needs.
Most subscription apps convert 60–80% of paying users immediately after onboarding. For this app, it was just 40%. That means more than half of people buy the subscription somewhere along their journey in the app. That’s where Adapty’s cross-placement A/B tests, which let you run app-wide tests (not just for one touchpoint), came in especially handy.
What’s next
The client continues to work with Adapty’s growth team to prepare for the holiday season, testing new discount strategies to re-engage active users and unlock additional revenue streams.
This case proves what’s possible when a strong product meets the right growth partner. With Adapty, apps can move faster, learn faster, and grow faster without rebuilding from scratch.
