We recently worked with Google Play to use behavioural economics to convey the value of paid app subscriptions. Many app users don’t perceive the value of paying for greater service and stick with the status quo - the limited 'free' version. We explored how BE can be used to better communicate to free users the value of upgrading to paid app subscriptions.
The team worked with two app developers - the popular 'brain-training' app, Peak, and the high intensity training fitness app, Freeletics Bodyweight - looking at alternative variations of their current strategies to show users the benefits of moving up from the free version.
Here, Jeni Fisher, from Google Play, describes some of the insights of what worked - and also what didn't.