Mobile app
22% reduction in unsubscribes, +7 million rubles per year
Platform
iOS, Android
MTS Music is a music streaming service that is directly dependent on monetization, so it is important that users use the service for as long as possible and subscribe.
The scenario where a user cancels a subscription for various reasons is quite common.
The current solution was a retention screen with subscription benefits and a survey. It retained some users, but didn't provide sufficient impact.
The product manager suggested adding a paywall for users who decided to cancel their subscription. However, we found that over 80% of users skipped the survey screen.
A hallway study showed that the survey was more annoying than helpful, so we scrapped it and replaced it with a paywall.
Due to the use of Yandex's backend, we started charging extra for users when we exceeded 7 million plays per month. A hard paywall in onboarding reduced the number of unsubscribed users.
As a result, the unsubscribe paywall generated +7 million rubles per year. The unsubscribe rate decreased by 22%. Delta CLV increased due to an increase in the number of subscriptions.
The hard paywall resolved the issue with the trial user limit.
Team