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What is Personalized offer?

Definition, examples, and more

Definition

A subscription offer chosen for an individual user based on their context and behavior, from options the app team has approved. An offer is everything the user is asked to agree to: the plan, its price point, the trial, any discount, and when it appears. The paywall is the screen that presents it.

Example

Two users reach a fitness app's paywall. The first finished onboarding, logged two workouts and opened the app three days in a row; they see the annual plan with a 7-day free trial. The second skipped most of onboarding and closed the paywall once already; they see a 50% first-year discount. Both offers were built and approved by the team in advance.

Why Personalized offer Matters

Most subscription apps show every user one offer, so it fits only some of them: committed users would have taken a longer plan, and hesitant users needed a trial or a lower first payment. Personalized offers match the offer to the user. Botsi picks the offer and paywall each user sees from options the team approves, and measures the lift against a randomized holdout.

Frequently Asked Questions

Is a personalized offer the same as personalized pricing?

Not quite. Personalized pricing changes the price. A personalized offer can change the plan, trial, discount, timing or paywall design, and may keep the price the same. When prices differ, every price is one the team set in advance.

Are personalized offers allowed on the App Store?

Yes. Apple allows apps to present different products, introductory offers and promotional offers to different users, as long as the price shown is the price charged.

What data should drive a personalized offer?

Behavior and context, such as onboarding answers, sessions, paywall interactions and device. Leave out demographic data like age, gender and race, which privacy laws restrict.

Category
Subscription App Terminology
Related Area
Mobile App Growth & Monetization
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More terms starting with “P”

Payback period

How long does it take for you to "payback" the money you've spent on acquiring a new user. A faster payback period is better because it means that you can reinvest that money into growing faster. Typically, a faster payback period means faster growth. At the same time, depending on your business you can use a longer payback period to give you the freedom to acquire users at a higher price. If you're only bidding based on a 1 month payback period, the amount you're able to spend per user will change greatly versus a 1 year payback period. This will be influenced by your free cash flow, desire to grow profitability, and maturity of your business.

Paymium

A hybrid pricing model where users pay both an upfront fee to download the app and an ongoing subscription for continued access or premium features. While less common today, it can work for high-value niches where initial access alone delivers perceived value.

Paywall

A screen that restricts access to content or features until the user subscribes or starts a trial. Paywalls are critical for monetization and can be static (same for all users) or dynamic (personalized based on behavior or segment).

Paywall A/B testing

Running controlled experiments that test variations of the paywall - including copy, design, pricing, or feature messaging - to find the highest-converting version. This is a high-leverage area for increasing monetization without changing the product itself.

Perceived value

A user's subjective assessment of how much value they are receiving relative to what they're being asked to pay. It's often influenced by onboarding, feature exposure, social proof, and overall app design and directly impacts conversion and retention.

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Show every user the right offer

Botsi picks the offer and paywall each user sees, from options you approve, and measures the lift against a holdout.