In this episode of Growth by Design, we sit down with growth product manager Luke Longworth — an early Superwall adopter who's spent years optimizing paywalls and subscription funnels for apps big and small. No copy-this-paywall templates, no silver bullets. Just how experienced operators read the data, prioritize tests, and turn one screen into durable revenue.
The "leaky bucket" trap — converting users who churn a month later
When A/B testing makes sense — and what to do when your traffic is too small
Why understanding the whole business beats any fixed test sequence or "best practice"
Guardrail metrics that stop a "winning" test from quietly hurting the business
The metrics that actually matter: trial starts, proceeds per user, ARPU & LTV
The app-to-web gray zone — Apple, Stripe, and web checkout without tanking conversion
Hanna Grevelius (CPO at Bruce Studios) on why simpler — even "ugly" — paywalls often outperform polished ones, and how teams get misled by metrics.
Anastasiia Avramenko on scaling an app from 20K to 16M installs with minimal spend — the systems, experiments, and lessons behind sustainable growth.
Vasyl Sergiienko (ex-Meta, Google) on why classic growth playbooks break in health & fitness — and what actually works instead.
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