Learn tips from Memrise to increase in-app conversions with pricing experiments

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Posted by Tamzin Taylor, Partner Development Manager at Google
Play, & Kristina Narusk, Head of Production at Memrise

Getting people to install your app is one thing, getting them to sign up to your
paid offering is quite another. It’s important to understand the complete
journey your users take from installing your app to paying for something. Once
you do, you can experiment on the flow to try and increase conversions. Memrise
has found great success in experimenting on their language learning app to
increase the number of paying users.

Four experiments Memrise use to improve conversions

Memrise
makes languages fun with a number of different learning modes you can play to
help increase your vocabulary in a chosen language. You can download the app for
free and play some of the modes or take advantage of their premium subscription
offering called ‘Memrise Pro’ which offers new game modes and additional
features like offline learning. Memrise recently ran a number of conversion
experiments with the main objective of increasing the Average Revenue Per Daily
Active User (ARPDAU). These experiments tested multiple user experience and
pricing experiment scenarios.

1. A/B test how messaging different user benefits can impact
conversion

What they did: Memrise wanted to know what motivation and call
to action would convert the most users to buy a Pro subscription from a locked
game mode in the app. To do this, they ran an A/B test with two similar designs,
featuring different reasons for the user to upgrade, and compared the results to
their original upgrade messaging.

Screen Shot 2016-10-11 at 15.26.00.png
Screen Shot 2016-10-11 at 15.25.34.png
Test A: Focus on ‘difficult’ words with an orange background.
Test B: Focus on ‘favorite’ words with a pink background.

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Results: Test A performed the best. Conversion to Pro in Test A
was 28% higher than in Test B. Pro mode usage was subsequently 9.7% higher in
Test A compared to Test B too.

Next steps: After seeing how test A won the experiment, Memrise
applied this creative across the board. Subscribers driven by that particular
mode increased as a percentage of all subscriptions in the app by 16%. Memrise
plans to run additional A/B tests at others points of conversion in the app to
see if they can increase the results even further. They’ll also try different
text for the call to actions.

2. Test whether adapting to local price points results in sustainable
uplift

In 2015, Google Play launched new minimum local price levels in countries around
the world. To take advantage of the new price points, Memrise tested lowering
localised prices in certain markets to better match purchasing power. Prices
were an average of 6 times lower during this experiment.

Results: After 30 days, Memrise saw the following changes in
conversions to paid users:

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