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Subscription Apps - @Thomasbcn at AGS

Subscription apps fundamentals, challenges & opprotunities
Retention, Monetization & Acquisition specifics for subs apps

AGS Virtual Summit Berlin
https://agsvirtualsummit.com/
(c) @thomasbcn 2020

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Subscription Apps - @Thomasbcn at AGS

  1. 1. AGS Virtual Summit Berlin – Subs apps @thomasbcn © 2020 Subscription apps fundamentals, challenges & opportunities @thomasbcn
  2. 2. AGS Virtual Summit Berlin – Subs apps @thomasbcn © 2020 Source: Gadget360 Apple services’ growth driver “Subscription model is a better way to go. Subscription pricing is a better model, the one where the customers are comfortable with.” ☺ the “only” way to lower the store fee down to 15% (after 12m)
  3. 3. AGS Virtual Summit Berlin – Subs apps @thomasbcn © 2020 Source: AppAnnie, SensorTower , Appsflyer Subscriptions : 96% of non-gaming store revenue “In 2019, the share of apps measuring subscriptions rose by nearly another 2x, with a 150% increase in subscription revenue”
  4. 4. AGS Virtual Summit Berlin – Subs apps @thomasbcn © 2020 Youtube & Tinder the biggest subs apps Source: SensorTower Note: Netflix, Spotify, others don’t charge in-app anymore
  5. 5. AGS Virtual Summit Berlin – Subs apps @thomasbcn © 2020 Source: Nate Weiner Retention Subscriptions align user & developer interests Provide continuous value to keep your subscribers alive
  6. 6. AGS Virtual Summit Berlin – Subs apps @thomasbcn © 2020 Retention Mechanics & tactics vary a lot by subcategories • Content • Motivation • Utilities
  7. 7. AGS Virtual Summit Berlin – Subs apps @thomasbcn © 2020 Retention Segment by subscription status & re-engage your users accordingly Free users ≠ Trialists ≠ Paying users What experience do you provide to non-subscribers?
  8. 8. AGS Virtual Summit Berlin – Subs apps @thomasbcn © 2020 Trials, refunds, renewals: Subscriptions funnels are complex Warning: Benchmarks are scarce and mostly unreliable: metrics vary vastly across duration, pricepoints, trial period, countries, OS, channels Source: RevenueCat Activation & Monetization
  9. 9. AGS Virtual Summit Berlin – Subs apps @thomasbcn © 2020 Source: Eric Seufert Monetization LTV & payback models differ from ads & IAP How valid are your models post Covid-19?
  10. 10. AGS Virtual Summit Berlin – Subs apps @thomasbcn © 2020 Monetization Iterate on your paywall (and how/when users reach it) Source: Michal Langmajer
  11. 11. AGS Virtual Summit Berlin – Subs apps @thomasbcn © 2020 Monetization “Aggressive in-app communications might have a negative effect on your user retention, even though it slightly increases the conversion to trial”, Michal Langmajer Source: Michal Langmajer
  12. 12. AGS Virtual Summit Berlin – Subs apps @thomasbcn © 2020 Source: Jakub Chour/Phiture Monetization Warning: pricing tests & personalization also raise data complexity
  13. 13. AGS Virtual Summit Berlin – Subs apps @thomasbcn © 2020 Source: subclub.app revenue.cat Monetization data Store data is messy. So is building your own “I wrote my own sub receipt verification code server API things and it slowly fails to handle more and more subscribers, it was hell. I discovered RevenueCat and we immediately made hot switch”, CoachGuitar CTO
  14. 14. AGS Virtual Summit Berlin – Subs apps @thomasbcn © 2020 Source: Appfollow Acquisition Organic/ASO challenges • Limited virality • Free users retention • Bad reviews…
  15. 15. AGS Virtual Summit Berlin – Subs apps @thomasbcn © 2020 Source: Singular, SubClub.app Acquisition Paid UA challenges • Communicate carefully • Early data can be misleading • VO rarely a good fit
  16. 16. AGS Virtual Summit Berlin – Subs apps @thomasbcn © 2020 Next : ask me anything @thomasbcn

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