The MaxDiff method: A smarter way to test paywall value propositions

The collaboration between Dogo, a leading dog training app, and Applica utilized MaxDiff analysis to identify the most valued features by users, allowing for strategic refinement of Dogo's paywall and value proposition. This approach involved segmenting users into groups like puppy parents and adolescent dog parents to understand their specific preferences, which informed tailored paywall designs that highlighted relevant features such as potty training for puppies and advanced training for older dogs. By aligning the app's offerings with user priorities, Dogo achieved significant improvements in average revenue per user (ARPU) across different segments. This case study underscores the importance of data-driven strategies, such as MaxDiff analysis, to optimize app engagement and conversion rates by delivering clear and compelling value propositions.