Attracting subscribers to your mobile app is only one hurdle in growing your business. You have to keep them paying for that subscription, month after month, and year after year. What better person to offer advice on customer retention than Andy Carvell, Partner and Co-founder of growth consultancy Phiture, who developed one of the first mobile games early in his career? In this episode, part of the special retention marketing series sponsored by CleverTap, our host Peggy Anne Salz speaks with Andy about his secrets for optimizing subscription revenue. He says it’s a mix of user psychology, plus data-driven testing – lots of it.

“The Big Leap,” a video interview series featuring the most respected CMOs and executives globally, reveals the steps, strategies and stories that have allowed marketers to achieve growth through retention. The series is hosted by Peggy Anne Salz.

About CleverTap:

We are a mobile user engagement and analytics platform enabling startups, marketers and developers to use the power of data and messaging to personalize customer experiences on mobile apps.

Today, thousands of marketers and developers worldwide use CleverTap to gain deep customer insights to improve user loyalty.

Visit our website: https://clevertap.com/​

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CHAPTER TIMESTAMPS

00:00 - From shooting games to shooting star consultancy

05:19 - Optimizing commitment: subscription apps’ next top model

08:59 - User research + data-driven testing

11:01 - The bigger the change, the better the results

12:40 - Playing the LTV long game

14:17 - Conversion rate optimizers: hold on to your trigger finger OR The trials and tribulations of subscription app marketing

17:06 : Hunting for a highly valuable user

19:46 - Personalize everything

21:51 - Explaining PPR: Positive Pulse Ratio

22:59 - The power of a “Hey, it’s us again” email

26:39 - Free learning with Future Academy

28:28 - Andy’s #1 tip for optimizing mobile subscription revenue