I made 4,000 app paywalls and learned this

About this video

• Video Title: I made 4,000 app paywalls and learned this
• Channel: Superwall
• Speakers: Jonathan Parra, Joseph Choy
• Duration: 56:51

Overview

This video features a conversation between Jonathan Parra, lead designer at Superwall, and Joseph Choy, host of the Superwall podcast. Parra shares his extensive experience designing over 4,000 app paywalls, discussing key insights and counterintuitive findings that can significantly improve conversion rates. The discussion covers design principles, pricing strategies, the impact of packaging, and effective A/B testing techniques for paywalls.

Key takeaways

• No Perfect Paywall Template: There isn't a single "golden" paywall design that works universally across all apps; performance varies significantly between different applications.
• Design and Packaging are Key Levers: Founders often focus too much on pricing, when design and packaging elements (like simplified plan names and clear value propositions) have a greater impact on conversion.
• "Continue" Button Effectiveness: A simple "Continue" button can sometimes outperform more descriptive calls to action, as it gently guides users through the conversion funnel.
• "No Commitment, Cancel Anytime" Hack: Including this phrase, even as a subtitle, can provide a small but consistent boost in conversion rates by reducing user hesitation.
• Simplify Plan Options: To combat decision fatigue, reducing the number of plan options presented at once can lead to better user experience and conversions.
• Value of Custom Prompts: In AI-driven apps, users are willing to pay a premium for highly tailored and personalized prompts that address specific needs.
• Exit Drawers and Offers: Using "exit drawers" (pop-ups when a user tries to leave) with discounted offers can be effective in reducing churn.
• Bullet Points Outperform Comparison Tables: Simple bullet points are generally more effective than complex comparison tables for conveying value and features, as users tend to skim rather than read detailed text.
• Native Design Can Win: Sometimes, a simple, native-looking design can outperform highly customized ones, especially if it aligns with the platform's design language (e.g., Swift UI).
• Video and Visuals Enhance Value: Using video paywalls or compelling visuals can effectively demonstrate an app's value proposition.
• A/B Testing is Crucial: Continuous A/B testing of paywalls, especially design and packaging elements, is essential for maximizing revenue and understanding user behavior.