Lecture on App Strategy: Hard Paywalls vs. Timed Paywalls

Key Points:

• Hard Paywalls

  • Initial implementation of a hard paywall led to an immediate increase in sales from existing users.
  • However, a significant downside was observed: a massive drop in user base, with thousands leaving the app overnight.
  • The remaining users expressed a lot of frustration and anger due to the abrupt paywall.

• Lesson Learned

  • The experience served as a costly ($33,000) but critical lesson in app strategy – highlighting the potential drawbacks of hard paywalls.

• Solution: Timed Paywalls

  • Transitioning from a hard paywall to a timed paywall resulted in a positive shift.
  • Users responded much more favorably to timed paywalls as it likely offered them more flexibility and understanding before being required to pay.
  • This change not only alleviated user frustration but also led to an increase in revenue.

Conclusion:

• The transformation from a hard paywall to a timed paywall can significantly enhance user experience and boost app revenue.
• It’s important to consider user satisfaction and adaptability when implementing paywalls in apps.

Further Learning

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