The challenge was to create a paywall experience that clearly conveyed the app’s value while using persuasive design to drive trial starts and long-term subscriptions.
To develop a clear and compelling paywall experience that communicated the app's value effectively, encouraging users to begin trials and commit to subscriptions.
The solution needed to balance information clarity with persuasive design, fostering higher trial starts and long-term subscriptions.
"Applica has reduced the risk for us and is an incredible support for the team."
We conducted an in-depth product audit to identify key messaging improvements, followed by targeted research to understand how to effectively communicate the unique benefits of Dogo's features.
We refined the paywall experience to resonate with specific user segments:
puppy owners and experienced dog parents;
addressing their distinct needs and goals.
This segmented approach allowed us to better align Dogo's offerings with the unique journeys of diverse dog parents.
Our team's research identified several key challenges impacting the effectiveness of the Dogo paywall, primarily around clear value communication and personalization for different user segments.
We identified distinct segments within the audience and conducted MaxDiff research to identify unique set of value propositions to each segment. Then redesigned paywall copy and visuals to highlight the value propositions.
Lack of clear value communication on the paywall. Many users struggled to understand the unique benefits of Dogo's premium features, leading to hesitation in starting a subscription.
Limited personalization for diverse user needs. The one-size-fits-all paywall failed to effectively address the distinct needs of different segments.
Since users have different needs and motivations, what matters most to one group might not be as important to another.
Dogo's segmentation research helped to inform our testing methodology, as we were able to run different variants of the paywall based on two distinct groups within their user base, Puppy Dog Parents and Adult Dog Parents.
Puppy dog parents are enthusiastic and often new to the world of dog ownership, seeking all the guidance they can get to navigate the early stages of their dog's life. Their main priorities center around essential training needs, like potty training and managing biting behavior, to ensure their puppy grows up with a strong foundation of good habits.
Adult dog parents focus on maintaining and enriching their relationship with their mature dogs, often prioritizing health-related monitoring and engaging their pets with new games and tricks. They're motivated by the desire to continually improve their dog's quality of life and strengthen their dog's unique skills and personality.
The next step was to quantify which value propositions matter most to users. MaxDiff survey is an effective tool for prioritizing user preferences. It allows to understand which product benefits are most valuable, providing clear direction for personalization.
Process and Versions:
Before we achieved the final result, we went through numerous iterations and explored a variety of creative approaches. Each version brought new insights, and each adjustment brought us one step closer to the best possible outcome.
Paywall Redesign Result:
We redesigned the paywall to enhance value communication, highlighting benefits like stronger pet bonding. By tailoring messaging for each segment-puppy owners and experienced dog parents-we addressed specific concerns, such as potty training for puppies and monitoring health for older dogs, making the premium benefits more relevant and explicit for every user.
By focusing on distinct user segments-puppy and adult dog parents-we crafted paywall messaging and visuals that addressed the unique needs and motivations of each group.
This personalized approach helped users see the relevance of Dogo's premium features for their specific situations.
Conversion Rate
ARPU
In just 2 months, refining the paywall experience with personalized messaging and targeted design resulted in a +9.5% increase in conversion rate and a +13% boost in ARPU. This approach helped users better understand the app’s value, leading to higher engagement and more committed subscriptions.
EF Hello partnered with Applica to bring clarity and structure to their performance marketing efforts. Despite a highly competitive EdTech landscape and major analytics challenges, Applica helped to scale globally and unlock key creative insights for future growth.
