Prayer App Hallow's Subscription Time is Here. And It's Big.
This is a single insight from This Week in Apps - The Ban That Isn't Coming. Check out the full article for more insights.
Last month I looked at the "overnight" success of prayer app Hallow. Thanks to a massive Apple Search Ads campaign, celebrity endorsement, and Lent, the app soared to the top of the downloads chart in the US App Store for a short bit and added almost a million new users.
That's downloads. Interesting but not as interesting as revenue, so let's talk about money.
Hallow charges a monthly subscription of $8.99, and now that we're a month after its downloads spike, we can see how those downloads turned into revenue.
The easy answer is... very well!
According to our revenue estimates, Hallow's App Store Revenue rose to $780K on Wednesday, a month after the big downloads spike. And that's net, meaning what Hollow gets to keep after Apple takes its share.
Given its subscription price, this is an amazing trial conversion rate.
Hallow is doing something interesting with its subscription I don't see many developers doing.
Instead of just offering a free trial, Hallow offers a free 7-day trial and a 50% discount on the first full month for the user to decide.
Discounted subscriptions are very powerful, and when used correctly, can do much more for a company than free trials. The psychology of deciding between the two is really interesting and I'd love to see a writeup from companies who try this!
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All figures included in this report are estimated. Unless specified otherwise, estimated revenue is always net, meaning it's the amount the developer earned after Apple and Google took their fee.
