Challenge
Fabulous requested Applica to perform an audit of the Web2App funnel, focusing on increasing ARPU (Average Revenue per User).
What improvements could this self-care app implement to grow Revenue from the Web2App funnel?
Solution
1. Planning
The Applica Product Team deep-dived into the client’s data, identifying the main areas for improvement and app growth. They completed the first stage of the audit using the Applica custom frameworks. During the second stage of the audit, Applica performed a competitive analysis and created a report with the best self app practices in the niche and market. In the final stage, the Product Team prioritized the discovered growth opportunities based on their impact on the ARPU.
2. Execution
Audit findings formed the understanding of the top-priority areas. The Applica Team saw great potential and opportunity for app growth hacking in the pricing experiment that Fabulous could launch as an A/B test, and advised accordingly. The pricing experiment consisted of a few pricing variations at the end of the Web2App funnel and a discount strategy for increasing purchase conversion. Fabulous executed the first A/B test under Applica’s assistance.
Results
In 3 weeks of testing the new paywall strategy, the ARPU metrics increased by 40%. Additionally, there was an increase in converted purchases. In addition, the Fabulous Team received a backlog of ideas from Applica, which they saw value in and started implementing later. The backlog had additional findings presented by the Product Design team. The Applica Team assisted Fabulous in increasing their Revenue from the Web2App funnel and attracting more users to the App within a few weeks.
+ 40%
to ARPU
