Dynamic Paywalls That Drove Millions in New Revenue – Shawn Gong, Tinder
About this episode
Shawn Gong discusses how Tinder's machine learning-driven paywalls significantly increased revenue and the strategies behind pricing features effectively.
On the podcast: how Tinder's ML-powered paywalls drove millions in new revenue, the art of selling features à la carte without killing subscription revenue, and why Tinder Select flopped despite users saying they'd pay for it. This conversation is shorter than usual and will be featured in RevenueCat’s State of Subscription Apps report. Each episode in this series will explore one crucial topic and share actionable insights from top subscription app operators. Top Takeaways: 🤖Users need fewer options, not more Decision overload kills conversion. Tinder saw multimillion-dollar annual revenue gains by using ML to predict and surface the single best product for each user instead of showing every tier and plan at once. 🎯Anchor a la carte prices to subscriptions to prevent cannibalization Unbundling features can capture non-subscribers, but pricing too low steals from subscription revenue. Tinder priced its standalone Passport feature equal to the weekly equivalent of a full-featured subscription, making the subscription the obvious better deal. 🧠 Design for emotional decisions, not logical ones Users don't read every feature comparison and weigh their options rationally. They…
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