Using behavioural economics to nudge paid app subscriptions
How can we increase the perceived value of paying for paid app subscriptions? The Behavioural Architects teamed up with Google Play to explore how behavioural science can help to effectively communicate the value of upgrading to paid app subscriptions.
TBA Approach.
Digital self ethnography ‘detectives missions’ exploring the app subscription experience.
Behavioural disruption mission to sign-up to a paid subscription.
Explored modified app subscription screens, integrating multiple behavioural science concepts as prompts.
Interaction with respondents to develop a deep understanding of the contextual factors impact their sign-up decisions.
Behavioural Insights, Interventions & Impact.
Clearly communicating the benefits of paid subscriptions is key and behavioural science can play a powerful role in supercharging in-app communications.
TBA demonstrated the importance of making paid content and features feel more compelling and connecting with user motivations for using the app.
Power of Now, Reciprocity, and Salience showed the strongest potential for motivating paid subscriptions.
Our findings have been published by Google and have attracted wide interest and acclaim from app developers.