⌛Reverse trials & paywalls
Optimize the timing to nudge users toward subscribing to a paid plan. Automatically offer power users a premium experience trial to help them build a habit and consider upgrading to a premium plan.
About the use case
Optimizing the timing and approach for nudging users toward subscribing to a paid plan is crucial for increasing conversion rates. Offering engaged users a premium experience trial can help them build a habit and incentivize upgrading to a premium plan.
This use case focuses on creating a personalization campaign that offers a reverse trial if the user matches the "Power user" criteria.
Good to know
A reverse trial means that if the user does not upgrade, it reverts to the Free plan after the trial period ends.
Benefits
- Increased conversion rates. Offering targeted trial experiences can effectively nudge power users to subscribe to the Premium plan.
- Enhanced user experience. Tailoring the trial experience based on user behavior provides a more personalized and engaging experience.
- Higher user retention. Providing a taste of the Premium features can help build user habits and increase long-term retention.
- Data-driven optimization. Leveraging user behavior data to optimize trial offers ensures a more effective conversion strategy.
How it works
Step 1: Set up tracking for user activity
-
Install Intempt's iOS SDK:
- Integrate Intempt's iOS SDK into your mobile app to start tracking user activities. Follow the iOS SDK integration guide to ensure proper setup.
Step 2: Define key user events
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Identify key events:
- Track user activities such as listening to songs and visiting the subscription page. For example,
song_listened
andsubscription_page_viewed
.
- Track user activities such as listening to songs and visiting the subscription page. For example,
-
Set up event tracking:
- Configure these events by adding the "track" or "record" methods in your iOS app. Refer tp iOS SDK for a complete event tracking guide.
Step 3: Create segments based on user behavior
- Create segments in Intempt:
- Navigate to the Segments section and create new segments based on the tracked events. For instance:
Power Users - High Interest
: Users who signed up in the last 7 days, listened to more than 100 songs, and visited the subscription page more than 5 times.Power Users - Moderate Interest
: Users who signed up in the last 7 days, listened to more than 100 songs, and visited the subscription page less than 5 times.
- Navigate to the Segments section and create new segments based on the tracked events. For instance:
Step 4: Set up server-side personalization
Personalization allows you to deliver targeted content to users based on their behavior. We will create multiple experiences tailored to different user segments in this case.
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Create a new personalization campaign:
- Go to the Personalizations section and create a new server-side personalization campaign named "Reverse Trials & Paywalls".
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Add experiences for each user segment:
- Create experiences within the campaign, each targeting a different segment using the code editor. Ensure that targeting conditions are based on the user behavior attributes.
Experiences:
-
3-day Premium Trial:
-
Targeting: Users that belong to
Power Users - High Interest
segment. -
Changes:
- Title: Limited offer for unlimited access. Get a 3-day Premium trial.
- Body:
- Ad-free music listening
- Download to listen offline
- Unlimited skips
- On-demand playback
-
Steps to configure:
- Open Code Editor: Select the experience for
Power Users - High Interest
and open the code editor. - Edit Content: Use the JSON payload to define the personalized content.
{ "title": "Limited offer for unlimited access. Get 3-day Premium trial", "body": { "features": [ "Ad-free music listening", "Download to listen offline", "Unlimited skips", "On-demand playback" ] } }
- Open Code Editor: Select the experience for
-
Explanation: This experience targets users who have shown high interest in subscribing by frequently visiting the subscription page. Offering a shorter 3-day trial leverages their high intent to convert them quickly.
-
-
Experience for 5-day Premium Trial:
-
Targeting: Users that belong to
Power Users - Moderate Interest
segment. -
Changes:
- Title: Limited offer for unlimited access. Get 5-day Premium trial
- Body:
- Ad-free music listening
- Download to listen offline
- Unlimited skips
- On-demand playback
-
Steps to configure:
- Open Code Editor: Select the experience for
Power Users - Moderate Interest
and open the code editor. - Edit Content: Use the JSON payload to define the personalized content.
{ "title": "Limited offer for unlimited access. Get 5-day Premium trial", "body": { "features": [ "Ad-free music listening", "Download to listen offline", "Unlimited skips", "On-demand playback" ] } }
- Open Code Editor: Select the experience for
-
Explanation: This experience targets users who have shown moderate interest in subscribing by visiting the subscription page fewer times. Offering a longer 5-day trial provides more time to experience the Premium features and incentivizes them to subscribe.
-
Step 5: Configure targeting and display settings
-
Set targeting conditions:
- For each experience, configure the audience targeting based on the relevant behavior. Ensure that the conditions match the specified criteria for each segment.
- 3-day Premium Trial: Users who belong to
Power Users - High Interest
segment (signed up in the last 7 days, listened to more than 100 songs, and visited the subscription page more than 5 times. - 5-day Premium Trial: Users who belong to
Power Users - Moderate Interest
segment (signed up in the last 7 days, listened to more than 100 songs, and visited the subscription page less than 5 times).
- 3-day Premium Trial: Users who belong to
- For each experience, configure the audience targeting based on the relevant behavior. Ensure that the conditions match the specified criteria for each segment.
-
Define display rules:
- Set the display frequency to ensure the personalized content is shown only once per session.
Step 6: Launch and monitor the personalization campaign
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Start the personalization campaign:
- Once all experiences are set up and configured, start the personalization campaign in Intempt.
-
Monitor performance:
- Use Intempt's Personalization Analytics to track the performance of each experience. Key metrics to monitor include:
- Unique views: Number of users who viewed the personalized content.
- Conversion: Number of users who completed the desired action, such as subscribing to the Premium plan.
- Conversion %: Percentage of users who converted based on the total audience targeted.
- Lift: Improvement in conversion rate compared to the control group.
- Use Intempt's Personalization Analytics to track the performance of each experience. Key metrics to monitor include:
-
Adjust and optimize:
- Based on the analytics data, make necessary adjustments to the experiences to improve performance. For example:
- Refine targeting criteria: If a specific segment is not converting well, consider adjusting the targeting criteria to match user behavior patterns better.
- Test different trial durations: Experiment with different trial durations to find the optimal length that maximizes conversions. For instance, try a 7-day trial for users who are less engaged.
- Enhance trial features: If users are not converting after the trial, consider adding more compelling features to the trial experience, such as exclusive content or additional perks.
- A/B Testing: Conduct A/B tests with Experimentsto compare different trial versions and determine which version performs better in conversion rates.
- Personalized follow-ups: Implement personalized follow-up messages for users who did not convert after the trial, offering them another chance to try Premium or highlighting different features that may interest them.
- Analyze user feedback: Collect and analyze feedback from users who participated in the trial to identify pain points and areas for improvement in the trial experience.
- Based on the analytics data, make necessary adjustments to the experiences to improve performance. For example:
Updated 5 months ago