PROBLEM
While our subscription product was generally successful, its growth and revenue potential were limited by churn.
We analyzed the user journey from the moment users opened the app to when they subscribed and identified opportunities to improve the visibility and attractiveness of Kobo Plus within the app, which we believed could positively impact subscription rates.
TESTING HYPOTHESIS
Incorporated a dialog introducing Kobo Plus during the first-time app experience, highlighting value propositions and providing a clear conversion path and increasing access to Kobo Plus store by placing it in navigation bar.
Significant increase in paid subscribers from 1,412 to 2,830 paid subscribers for both Android and iOS.
NEXT STEPS
Building upon this success, Kobo can further enhance the user experience and drive continued growth by:
Personalized Recommendations
Tailor book suggestions based on user preferences to increase engagement and satisfaction.
Seamless Integration
Improve integration with other Kobo products and services to create a cohesive user experience.
Continuous Optimization
Monitor key metrics and conduct A/B testing to identify areas for further improvement and optimization.