“The [experiments] that have really worked are very bare bones” — Ramit Arora, Microsoft

Ramit Arora, a Microsoft 365 Product Manager, shared insights on optimizing app paywalls for both enterprise apps and start-ups during a discussion at the App Promotion Summit in London. He emphasized the importance of making users comfortable with starting a free trial by using clear and reassuring calls to action that highlight the word "free" and sending reminders before trials expire. Arora also suggested using visual elements like cards and GIFs to demonstrate the app's value proposition effectively, which can enhance conversion rates. For annual plans, breaking down the cost to a monthly equivalent can make them more appealing to potential subscribers. Additionally, displaying the most expensive subscription plan first can lead to higher conversions, as users may either opt for the pricier option or feel incentivized to choose a less expensive plan, perceiving it as a better deal. These strategies aim to boost user engagement and subscription rates by creating a sense of value and a premium experience for users.