Price Power Playbook:
Monetization Edition
42 monetization insights from 13 world-class growth leaders. The best of the Price Power Podcast, pulled out of the tape and put on one page each.
Every page here is a test somebody ran by hand. Pricing, paywalls, onboarding, trials, churn.
13 world class subscription and app growth leaders
Every page in this book came out of a conversation with one of them: pricing leads, growth advisors and founders from Mojo, Codecademy, Lingvano, Acorns, Day30, Ramdam and more.
Pricing and growth lead at Mojo, where he uses early conversion and renewal data to estimate the long-term effect of price tests.
linkedin.com/in/michalparizek
Author of Subscription Index and a former product leader at Codecademy and Uber Eats, focused on diagnosing and reducing subscription churn.
subscriptionindex.com
Independent subscription consultant whose experience includes Headspace, VSCO, Adobe, SoundCloud and MyFitnessPal.
linkedin.com/in/alicemuir
B2C growth product leader recognized by Amplitude’s Product 50, who treats growth as a sequencing problem across onboarding, trials and pricing.
linkedin.com/in/ekaterina-shpadareva-gamsriegler
Growth advisor for subscription apps who helps teams tell genuine retention problems apart from activation failures.
daphnetideman.com
Meta Ads consultant who helps subscription businesses work with, not against, algorithmic advertising.
linkedin.com/in/marcusburke
Growth leader with senior roles at Acorns, NerdWallet, Betterment and Blue Apron, and author of the RIGHTT referral framework.
tunomatic.com
Co-founder of Day30 and founder of Appsumer (acquired by InMobi), specializing in signal engineering and measurement maturity.
day30.ai
CEO of Lingvano, building repeatable systems for finding creative hits and moving them from testing to scaling.
linkedin.com/in/gabrielkwakyi
CEO and co-founder of Ramdam, a platform that helps consumer apps produce creator advertising at scale.
ramd.am
Growth and measurement specialist whose experience includes HER, Microsoft, WeTransfer and Mollie.
fixmytracking.com
Founder of Candid Consulting and a former longtime Googler specializing in Google App Campaigns.
candidconsultinggroup.com
Mobile measurement specialist focused on how attribution actually works after Apple’s App Tracking Transparency changes.
appstack.techSix parts, 42 insights, one insight per page.
No chapter is a theory chapter. Each page is one operator, one thing they actually ran, and the test you could run next.
Pricing & Packaging
10 insightsThe Paywall
4 insightsOnboarding → The Ask
7 insightsTrials, Offers & Second Chances
8 insightsCancellation, Churn & Uncollected Revenue
4 insightsReading the Test
9 insightsA few lines from inside the book.
Forty-two of these, one per page, each with the test you could run next.
A 1% increase in checkout page conversion is a 1% increase in the revenue, because 100% of your revenue goes through it.
The short term impact would be really good, but long term impact would be really bad for the business.
Their yearly subscriptions had gone from 16% to 39%, after they'd originally said, no, we aren't a yearly product.
One of our most valuable features, which is the speed and efficiency part, is free. So let's put that behind a paywall.
We had purchase rates beyond 10% even without offering a trial. Someone buying something on day one is a very, very good signal for the algorithm.
If you start to condition them, then you can't walk it back ever. You run the risk of a one-way door.
Get the Price Power Playbook:
Monetization Edition
Drop your email and we'll send it over. Free, no gate beyond this one.