Definition
The core promise of benefit that explains why a user should subscribe. A strong value proposition is consistently reinforced across onboarding, paywalls, and messaging, connecting to user needs to premium features.
Focus on the outcome, not the features. Ask: what does the user's life look like AFTER subscribing? Use their language from reviews and surveys. A good formula: 'Achieve [desired outcome] with [your unique approach].' Test multiple versions on your paywall.
Everywhere: App Store listing, onboarding screens, paywall headline, push notifications, and email subject lines. Consistency reinforces the message. The paywall headline is the highest-leverage placement.
A/B test it on your paywall. If changing the headline does not change conversion, it is not resonating. Also check qualitative signals: do users describe the app's value in their reviews the way you describe it in your marketing? Alignment means the proposition is landing.
A pricing research method that helps determine optimal pricing by asking users at what price a product feels too cheap, too expensive, and just right. It's commonly used to evaluate subscription pricing sensitivity and willingness to pay.
A form of ad attribution that credits conversions to an ad that was viewed (but not clicked) prior to the app install. It's particularly relevant for channels like YouTube, OTT, or display, where ad exposure influences user decisions indirectly.
The organic growth that occurs when users bring in other users through referrals, content sharing, or social features. Measured by metrics like the K-factor, virality helps reduce CAC and amplify the impact of lifecycle loops.
When a user intentionally cancels their subscription. Typically, due to cost sensitivity, unmet expectations, or perceived lack of value. Differentiated from involuntary churn, which occurs due to failed payments or technical issues.
Botsi automatically shows the right price to every user. Stop guessing and start growing.