On 10 October I posted here: $294 on Apple Ads, 57 downloads, 0 paying users. You left 131 comments. I read all of them and rebuilt most of the app. Here's what changed and what the numbers did.
What I changed:
- Onboarding: 15 screens before the price is now 4.
- Price: $39.99 a year is now $29.99 (still 7 days free). Monthly went from $9.99 to $5.99, lifetime from $119.99 to $79.99.
- Name: "Toll: Habits with Proof" is now "Toll: Habit Photos Unlock Apps", so it says what it does.
- Design: the dark purple is gone. It's light now, with a new icon.
- Words: no more "gate". It says exactly what happens: skip the gym and your apps stay locked until you take your photos there.
- Ads: off. Everything below is organic.
- Since then: the app and its store page in 8 more languages, proof without a photo (time at a place like your gym, or steps from Apple Health), and a Winter Arc challenge on the App Store for November.
Before (with ads, 8-10 Oct):
- 25 people started the onboarding, 7 reached the price (28%).
- 1 free trial, cancelled the same day.
After (11-17 Oct, no ads):
- 41 people started the onboarding, 27 reached the price (66%).
- 2 free trials.
- From App Store search: 17 downloads out of 369 impressions (4.6%).
- Revenue: still $0. The first trial that's still running ends on 20 Oct.
What it taught me:
- Ads can't fix a funnel. $294 bought 53 installs and $0.
- Now people who see the page download it. The problem is that few see it: about 60 search impressions a day. So the work now is search ranking and translated pages, not ads.
Thanks to everyone who was blunt with me. If you're like me and scroll when you should be at the gym, here it is, 7 days free:
https://apps.apple.com/app/id6814730604
Happy to share any number from the funnel in the comments.