Our subscription conversion rate was stuck at 3%. Industry benchmarks said 5% was good, 8% was excellent. After 18 months of systematic optimization—pricing, paywall placement, trial length, onboarding flow—we hit 12%. That quadruple wasn't one big change; it was dozens of small wins compounding.
The Subscription Funnel
Every step leaks users. Optimize each stage:
- Install → See paywall: When and how to show it
- See paywall → Start trial: Offer optimization
- Start trial → Convert: Trial experience
- Convert → Retain: Ongoing value delivery
Paywall Strategy
When to Show
- Hard paywall: Immediately, limited free content
- Soft paywall: After value demonstration
- Metered: X free uses before paywall
- Feature-gated: Premium features locked
The "Second Session" Paywall
Users who return for a second session convert 3-5x better than first-session paywalls. Let them experience value first, then monetize the proven interested.
Paywall Design
- Lead with benefits, not features
- Show social proof (ratings, testimonials)
- Highlight best value option (annual)
- Make trial terms crystal clear
- Minimize friction (one-tap purchase)
Pricing Strategy
Pricing Tiers
- Weekly: Low commitment, high per-unit price
- Monthly: Balance of commitment and flexibility
- Annual: Best value, highest LTV
- Lifetime: One-time, good for niche apps
Psychological Pricing
- $9.99/month feels cheaper than $10.00
- Show annual as "per month" to seem comparable
- Cross out "regular" price to show savings
- Highlight percentage saved on annual
Don't Race to the Bottom
Cheap subscriptions attract price-sensitive users who churn faster. Premium pricing attracts committed users. Test higher prices—you might be surprised.
Trial Optimization
Trial Length
- 3 days: Creates urgency, but short habit window
- 7 days: Sweet spot for most apps
- 14+ days: Needed for complex products
Trial Experience
The trial period is your audition. Make it count:
- Unlock full premium during trial
- Onboard to premium features specifically
- Send value-focused trial reminders
- Don't spam—build relationship
Churn Reduction
Voluntary Churn
Users actively canceling:
- Cancellation survey to understand why
- Win-back offers at cancellation
- Pause subscription option
- Downgrade to cheaper tier
Involuntary Churn
Failed payments, expired cards:
- Smart retry logic for failed charges
- Update payment method reminders
- Grace periods before cancellation
Understand Your Subscribers
ClicksFlyer connects acquisition source to subscription behavior, helping you identify which channels bring the most loyal subscribers.