How Daily Horoscope achieved a 183% trial start increase with localized paywalls

Overview

Daily Horoscope is an app that offers personalized astrological guidance. Operating across global markets, the team recognized that a generic approach to monetization was limiting their international conversion potential.

Using Superwall's advanced audience and localization tools, the Daily Horoscope team tested a core hypothesis: culturally relevant, localized paywalls would significantly outperform a generic global version.

The challenge

Daily Horoscope's main challenge was that their generic paywall wasn't resonating everywhere:

• Generic approach. Their one-size-fits-all paywall failed to account for cultural relevance, language nuances, or pricing sensitivity across international markets.

• Low engagement. They saw a low trial start rate baseline, showing that the generic presentation was not resonating with global audiences.

• Hypothesis. They hypothesized that implementing paywalls tailored to individual countries would lead to higher engagement and trial starts.

The solution

Daily Horoscope utilized Superwall's audience and placement features to execute a geo-specific A/B test:

• Audience segmentation. The team used Superwall's audience builder to segment users by language and country to deliver tailored paywalls.

• Generic control. A global, generic paywall was presented to a control group, featuring just a text intro and a CTA at the bottom.

• Localized variant. The variant paywalls featured designs and pricing tailored to specific countries, designed with their particularities in mind.

This setup allowed them to rigorously test the impact of cultural and linguistic relevance on trial starts.

The results

The results showed that tailoring the paywall experience to the user's country works:

• Trial start rate soared. The trial start rate made a dramatic increase of 183%, showing the impact of culturally-relevant pricing and design.

• Hypothesis validated. The team confirmed their hypothesis that culturally relevant, localized paywalls lead to higher engagement.

• Global potential. The ability to target multiple regions with optimized paywalls unlocked significant global revenue potential for the app.

Tailoring the paywall experience to the user's country lifted trial starts by 183%.

Now it's your turn

Is your generic paywall losing international users? Stop using a one-size-fits-all approach and start testing localized paywalls to unlock an increase in trial starts.