How Forms App unlocked growth by decoupling experimentation from app release

Intro

Forms App is a set of tools for creating forms, surveys, and quizzes. With multiple apps in their portfolio, the team needed maximum agility to test and iterate their monetization strategy.

With Superwall, the Forms App team was able to move monetization testing out of the engineering pipeline, resulting in a huge boost in performance.

The challenge

Forms App was facing a major efficiency bottleneck:

• Release dependency: Any change to a paywall required the engineering team to deploy new code and wait for lengthy App Store review cycles.

• Scale management: With multiple apps on the go, the team needed a scalable, centralized method to manage, test, and analyze many paywalls simultaneously.

• Optimization gap: The team couldn't react quickly to market feedback or capitalize on successful experiments, limiting their overall growth.

The solution

Forms App used Superwall to decouple experimentation from app releases:

• Remote A/B testing: The team tested different paywall designs, pricing tiers, and copy without updating the app, allowing product and marketing teams to iterate independently.

• Proven templates: They instantly jump-started their testing roadmap with high-converting designs that they could easily customize with each app's branding.

The ability to manage experiments remotely across multiple apps meant they were able to optimize all their products at once.

The results

The ability to test multiple hypotheses simultaneously and instantly deploy winning variations resulted in a huge surge in performance:

• Revenue growth: The team saw 40% overall revenue growth once they began testing and iterating faster across their app portfolio.

• Testing velocity: Without having to wait on app release, the time required to complete an A/B test cycle was reduced from weeks to days.

• Design optimization: The remote paywall editor let them quickly test different designs, like dynamic UI elements.