4 pricing tests a month = 15% growth | Here’s how Dogo did it

Rising acquisition costs mean more of your monetization upside now sits inside the app — at the paywall. In this RevenueCat Live session, Jason Gossett (Product Lead, Applica) and Tadas Žiemys (Co-founder & CEO, Dogo) go behind the curtain on how Dogo runs around four paywall and pricing tests every single month. They break down the cadence, the prioritization, the statistical-significance discipline, and the real winning and losing tests behind continuous monetization growth.

What we covered

Why ramping to ~4 tests a month compounds into real revenue, and how to keep a backlog that stays the single source of truth.

How Dogo and Applica decide what to test next, balancing development effort, expected impact, and prioritization frameworks like RICE.

Why Firebase's built-in testing wasn't rigorous enough, and how a sequential-testing approach (Analytics Toolkit + Amplitude) tells you when a win is statistically significant.

Real examples: a save-label framing test, conjoint-based pricing research, breed personalization, and a multi-screen free-trial paywall — with the learning behind each.

Why the same test can win in the US and lose in DACH, and how to roll out selectively instead of blanket-shipping.

How continuous price testing becomes a near-zero-effort source of upside, plus the tooling that makes App Store Connect manageable.

How to approach Black Friday and the holidays, when not to discount new users, and how to win back lapsed subscribers through CRM.

Speakers

Tadas Žiemys

Co-founder & CEO, Dogo

Built Dogo from a personal passion project into a 12M-download app; now leads pricing and monetization strategy.

Jason Gossett

Product Lead

Runs testing and optimization programs across onboarding, paywalls, and pricing for consumer apps.

Matt Berry

Partnerships, RevenueCat - Host

Works across RevenueCat's partners and customers on monetization.

For years, growth teams have poured budget into acquisition. But as paid traffic gets more expensive, more of the upside now sits inside the app — in how you price, package, and present the paywall. This session pulls back the curtain on exactly that: how Dogo, the dog-training app with 12M+ downloads, works with Applica to run roughly four paywall and pricing tests every month.

Why cadence beats one-off tests

Most teams run the occasional experiment and wonder why nothing shows up in revenue. Dogo's turning point was consistency — moving to about four tests a month and 12+ per quarter. Not every test wins, but the winners stack on top of each other, and that compounding is where the growth actually comes from. The engine behind it is a single, well-maintained backlog (Dogo and Applica use Notion) that acts as the source of truth, categorized so the team can see what's been tested — and what's been neglected.

Big bets vs. quick wins

A healthy roadmap mixes one or two "big bets" per quarter — heavier builds like a multi-screen paywall or a discount engine — with a steady stream of low-effort wins. Prioritization is a balancing act between expected impact, development resource, and whatever else is happening in the product. Pricing is the clearest example of cheap upside: almost no dev time, usually a better price point to find in some market, and conditions that keep moving.

Knowing when a result is real

A recurring trap is trusting numbers from tools that aren't built for rigor. The team found Firebase's built-in testing wasn't sophisticated enough and moved to a sequential-testing method (Analytics Toolkit, with results measured in Amplitude). Investing in the right approach is what lets you actually trust — and act on — a result.

What the tests taught them

A simple save-label test (showing the dollar amount saved instead of a "best value" tag) won in the US and most non-US markets — but not in DACH.
A conjoint-analysis study (run via OpinionX) ranking how different dog-owner segments value features didn't produce a winning paywall, but fed insight into everything after it.
A personalization test with breed-specific imagery and storytelling slightly underperformed — a reminder that "more relevant" isn't automatically "better."
A multi-screen free-trial paywall with a reminder toggle was a clear win overall — and was rolled out selectively, because it underperformed in specific regions.

Platform and region nuance

The throughline: the same test behaves differently across iOS vs. Android and from country to country. Split too finely and you dilute your sample and break significance; split too coarsely and you hide where a change actually helps or hurts. The discipline is analyzing results per region and rolling out selectively rather than shipping blanket changes.

The takeaway

Sustainable monetization growth isn't one clever paywall — it's a system: a consistent cadence, an honest backlog, the right significance method, and the judgment to roll out by segment. Watch the full session for the specific tests, the tooling, and the Q&A on seasonal strategy, retention, and when an app is big enough to start testing at all.