We’ve improved our conversion rate to subscribers by 89%, but while doing so, I almost lost trust in the process.
This tends to be my typical answer when startups ask me how we know we’re doing the right thing while we’re navigating a high level of uncertainty. But while confronted with the valley of despair myself, I felt the doubt growing.
I was 4 months into an optimisation process on a product with MAU in the 8 figures and MRR in the 7 figures and was not getting anywhere. We had a couple of early wins, but nothing steady, and a lot of initiatives on the go.
We’d put a lot of work and effort into it at that stage, and I was 2 days away from questioning “the process” when the first positive results came in. It was a good reminder for me that the process takes time.
There isn’t a shortcut in product; you can be lean, and you can iterate fast, but you still need to put in the effort to get there. And the truth is, this takes time. In product, we say “fail fast, learn fast,” but in reality, it feels closer to “fail fast, win slow.”
But the process does work, and by month 6, our conversion rate was up by 89%.
Hello, you, reading this. Aperture is a growth agency that specialises in creative advertising and product optimisation. That means we can develop your creative strategy, run your ads, and optimise your product.
Some of the companies we've worked with are Memrise, TomTom, The Smurfs, Juno, and Mindful Mamas.
Led by Hannah Parvaz (App Marketer of the Year, 4x Head of Growth), Aperture is a team of experts assembled from the best companies such as Bumble, DICE, Busuu, Luno, Bauer Media to bring in-house knowledge to your team and help you find your focus.
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✍️ By Léa Samrani. Léa is a Product Growth Consultant at Aperture that specialises in subscription apps and product led growth. She has over a decade of experience growing top-grossing apps, such as Bumble, Badoo, Busuu and Uptime. Find her on LinkedIn here.
