How a Simple Banner Boosted Our Revenue by 300%
In this case study, we delve into the story of how a seemingly minor UX change—introducing a simple banner—led to a significant 300% increase in our revenue. Learn how strategic timing and thoughtful user experience enhancements played a crucial role in driving this remarkable growth.
Service
UX design, Website design, Design system
Sector
Revenue
Year
2023
One of the challenges I faced with the music learning app was determining the best placement for the paywall screen. Ensuring that users could easily discover the paywall was a crucial aspect of the app's flow.
Riyaz offers a unique freemium plan, allowing users to practice for 8 minutes per day. Once the daily limit is reached, they can no longer practice but can still browse through the course listings.
However, a couple of years ago, the freemium plan was structured differently. After the 8 minutes were up, users could still listen to all the lessons and access voice tools like the Vocal Monitor, which allowed free-form practice. Many users exploited this loophole, resulting in a significant drop in monthly subscriptions. At the time, the paywall was simply a large yellow CTA on the home screen, and users weren’t fully aware of the 8-minute limit. This led to confusion and dissatisfaction when they suddenly found themselves unable to continue practicing once the limit was exhausted.
After extensive brainstorming, we developed several small fixes that significantly transform the entire paywall flow.
Display a banner component below the top bar that features a countdown timer showing the user's remaining practice time for the day. This banner will also serve as a CTA (Call to Action) to the subscription paywall screen. By applying the UX principle of scarcity, the limited practice time will encourage users to value their access more and increase their tendency to purchase a subscription.
Scarcity : People value things more when they're in limited supply
Limit all practice sessions to 8 minutes. Once users reach the daily limit, they will only be able to browse the app, with no option to continue practicing.
Display different contextual paywalls based on each situation, which can be automatically and frequently shown, in addition to the banner.
Using these measures, our revenue increased 300% in 3 months
Our total revenue increased from ₹244,961 in November to ₹979,844 in January. This growth can be attributed to the UX changes we implemented, as well as our investment in Google ads.
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