Many thanks for sharing this. Very insightful. QQ - I'm curious about the 68% trial conversion rate—what specific elements in the web onboarding or messaging are driving that level of conviction before users hit the paywall?
Also, how are you currently measuring success for your paid trial tests?
For paid trials, the success metric I like to look at is ARPPU or ARPU, but also keeping in mind cost of acquisition and payback period. It depends on if volume is your goal ARPU is better, vs ARPPU for the highest paying users. What makes free vs paid a complex test is that there is also additional value in terms of signals to Meta, e.g. the quality of a paid trialist tends to be higher than a free one.
Thanks glad you found it helpful. I believe it is much more about the audience's warmth; the founder has built a huge brand around it and already demonstrates a lot of knowledge on Instagram, building initial trust.
Many thanks for sharing this. Very insightful. QQ - I'm curious about the 68% trial conversion rate—what specific elements in the web onboarding or messaging are driving that level of conviction before users hit the paywall?
Also, how are you currently measuring success for your paid trial tests?
For paid trials, the success metric I like to look at is ARPPU or ARPU, but also keeping in mind cost of acquisition and payback period. It depends on if volume is your goal ARPU is better, vs ARPPU for the highest paying users. What makes free vs paid a complex test is that there is also additional value in terms of signals to Meta, e.g. the quality of a paid trialist tends to be higher than a free one.
Thanks glad you found it helpful. I believe it is much more about the audience's warmth; the founder has built a huge brand around it and already demonstrates a lot of knowledge on Instagram, building initial trust.
Appreciate all the answers!