Timeline
April 2025
Stack
No-code builder
Role
Sr. Growth Designer
Team
Product Manager, Growth Manager
Problem
The subscription screen didn’t show the key value of the app, looked outdated, and wasn’t helping users understand why they should subscribe.
Insight
After analyzing Amplitude data, we saw that this screen had clear potential for improvement, and we wanted to increase conversion to purchase.
Goal
Improve trial conversion (pCVR) and annual subscription conversion (dpCVR) by creating a new layout for the subscription screen.
Key Task
Add features, show a clear value proposition, and raise conversion by redesigning the screen.
Competitors Research
We ran a competitor analysis and found that our current screen was too basic compared to others. Together with the team, we generated hypotheses based on competitor findings and our Amplitude data on conversion.
Hypothesis 1 – Clear Value
Making the value more obvious with a strong title, structure, and visuals will increase user motivation to subscribe.
Hypothesis 2 – Features Visuals
Showing the app’s features visually will help users understand what they’re paying for and decide faster.
Key Decisions
– Add features to the screen
– Create a clearer structure
– Experiment with a close button placed under the CTA to test its impact on user experience
Implementation
The screen was built in Adapty no-code builder in just 2 hours. We launched an A/B test on April 23, which ran for 16 days. The test showed that the new layout outperformed the control and was successful.
Impact
– P2BB: 40.69% → 59.31% (+45.8%)
– Unique CR trials: 3.66% → 4.58% (+25.1%)
– CR trials: 1.34% → 2.02% (+50.7%)
– CR purchases: 0.99% → 1.22% (+23.2%)
– Refund rate: 1.46% → 0.45% (–69.2%)
Learnings
We learned that users need a clear value proposition — it must be obvious what they get and why it’s worth paying for. We also saw that creating an effective paywall doesn’t require a long process: you can identify a problem, validate an idea, build a hypothesis, and launch a test all in the same day.
