Case study · Farluner
From ads to paying for the job
Farluner's Android apps had millions of users. New apps launched free to grow; as UX Lead in a 12-person startup I added ways to earn one at a time and measured what each cost in growth.
- Consumer mobile
- Monetization
- Experiments
01 Problem
Users grew, revenue did not. The ad-free plan sold to 1-1,5%; people complained about ads but would not pay to remove them.
02 North Star
Grow first, then charge for the job people came to do, like a specific file size or format.
03 Action
Ads, then an ad-free plan, then price tests and behaviour data; the paywall moved to file size and format. Koala designed from zero.
04 Effect
Panda conversion from 1% to 7%, with 4% of users lost in tests.
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