Enter the new A/B Test Placements feature, which offers a new approach to configuring paywall placements and running A/B experiments. In this article, we explain how to effectively use this feature in your subscription app.
What are Placements in Apphud?
Placements in your app are key locations such as onboarding, settings, and other key interaction points where internal paywalls can be displayed. By strategically placing these paywalls in different parts of your app, you can more effectively engage specific user segments.
The A/B test placements feature is especially powerful for testing and refining paywalls. By setting up experiments within a specific placement, you can experiment with different pricing or bundling options without affecting paywalls in other app areas. This targeted experimentation helps determine the most effective configuration for maximum conversion rates.
Targeting Different Audiences
This strategic approach personalizes interactions and increases conversion rates by delivering the most relevant content to each user. Here, we'll look at examples of how you can use this feature to effectively target different audiences:
Example 1: Geographical Targeting
Scenario: You operate a global subscription app and want to test different content engagement strategies based on regional preferences.
- Settings: Configure two paywalls under the same placement. The top paywall targets users located in the United States, displaying localized content and pricing that accounts for regional market standards, holidays, or popular local trends. The second paywall targets users elsewhere, featuring a globalized option.
- Outcome: U.S. users see a personalized experience, possibly with localized offers or messages based on U.S. holidays or shopping behavior (e.g., Black Friday discounts), while users from other regions see a universal offer more appropriate to their context.
Example 2: Behavioral Targeting
Scenario: You want to reward loyal users with exclusive discounts or incentives.
- Settings: Create a paywall targeting users who frequently use the app by creating a new user property*. The top paywall presents these power users with special loyalty discounts, exclusive content, or early-bird offers. The secondary paywall addresses less active users with general subscription options.
- Outcome: Frequent users feel valued and are incentivized to maintain their engagement or spend on premium offerings. In contrast, less active users may require different strategies or pricing incentives to encourage subscriptions.
* Advanced audience segmentation can be achieved by utilizing user properties from Apphud iOS SDK 3.5.0 onwards. This approach requires integrating user property data into your app, sending this data to Apphud, and subsequently leveraging it to create dynamic placements.
Example 3: Device-Based Targeting
Scenario: Your app is used on multiple device platforms, and you wish to optimize the paywall experience based on the type of device.
- Settings: Establish different paywalls for iOS and Android users. Given the differences in these platforms, you might opt for smoother design elements and seamless integrations that are more suitable for iOS aesthetics, whereas Android users might experience options focused on customization and flexibility, aligning with typical Android buyer personas.
- Outcome: Users see paywalls that better fit the design norms and user experiences they expect from their respective platforms, leading to higher engagement and potential conversions.
Monitoring Your Success
Apphud provides a comprehensive set of analytics to evaluate the performance of your paywalls within each placement. Track key metrics such as sales, conversion rates, average revenue per paying user (ARPPU), and average revenue per active subscriber (ARPAS). These insights, coupled with tools for segmenting data by product, OS version, or country, allow you to continually refine your strategy.
By carefully positioning, targeting, and experimenting with paywall configurations, you can more effectively engage your app's users and ultimately increase your subscription conversion rates and revenue.
Tips for setting up paywalls:
- Priority: Make sure paywalls are organized by priority to avoid conflicts. Overlapping audiences will default to the highest priority paywall, so double-check configurations to close any gaps.
- User Properties: Use real-time user data to make adjustments quickly. Implement changes or switch paywalls based on changes in user behavior or emerging trends.
- Continuous Testing: Regularly iterate tests to refine audience targeting-learn what works best and adapt to new patterns, preferences, or feedback.
Sign up for Apphud today and launch a new experiment!
