Ep.18. Optimizing subscription monetization: prices, paywalls, & more. Vahe Baghdasaryan, CoinStats

In this episode, we spoke with Vahe Bagdasaryan, Growth Manager at CoinStats - leading crypto portfolio tracker app with more than 1M MAU. Vahe shares his views on subscription monetization, pricing, and A/B experiments to increase conversion and user retention rates.

Here are some takeaways from the conversation:
CoinStats primarily earns through subscriptions and utilizes surveys and A/B tests to develop effective pricing strategies.
The team conducts A/B experiments with a wide price range to gauge user’s willingness to pay and improve conversion rates.
Subscription apps, including CoinStats, are focusing on annual offerings as they provide upfront cash flow and better retention opportunities.
CoinStats uses A/B testing to optimize both onboarding and paywalls separately.
-They test different paywall placements, display frequencies, and video types to enhance conversion rates and user interactions with the paywall.
CoinStats also implements lifecycle campaigns, offering discounts to users who haven’t converted.
To improve retention, they address real reasons for churn, respond to involuntary churn, and predict churn using product analytics.
They build cohorts of churned users and analyze their behaviour. This enables them to offer alternative features or solutions to users at risk of churning.

Connect with Vahe:
LinkedIn:   / vahebaghdasaryan  
Twitter:   / vahebagdasar  
Subscription optimization course by Vahe: https://maven.com/vahe-baghdasaryan/s...

00:00 Intro
01:20 What is CoinStats?
02:54 Subscription is the biggest revenue stream for CoinStats
04:10 How to define the most profitable pricing options for subscription apps
10:39 How to test subscription duration
12:40 Paywall and onboarding A/B testing
14:27 Crucial A/B hypotheses to test
17:45 Video paywall that converts
23:49 Retention tips