Dan Burcaw is Co-Founder & CEO of Nami ML. He built a top mobile app development agency responsible for some of the most elite apps on the App Store and then found himself inside the mobile marketing industry after selling his last company to Oracle.
Error Code 2 is triggered by user action, specifically when the user backs out or cancels the purchase. This error may result from factors like user hesitation, unclear pricing, or unexpected charges. Though not an app fault, it’s essential to handle this response to prevent potential loss of purchase interest and encourage retrying.
Common Scenarios for SKErrorDomain Code=2 - Cancelled
This error frequently arises in the following scenarios:
User Cancels Due to Unclear Pricing or Additional Fees: Users may abandon the purchase if they see unexpected costs.
Confusing or Unintuitive Purchase Flow: An overly complex purchase flow can frustrate users, leading them to cancel.
Testing Cancellations: During testing, developers or testers may intentionally cancel purchases to test cancellation handling.
Step-by-Step Solutions for SKErrorDomain Code=2 - Cancelled
Solution 1: Implement a Cancellation Handler in StoreKit
Purpose: Detects when the purchase flow is cancelled and provides an appropriate user response.
Steps:
In your StoreKit implementation, add a cancellation handler to monitor when a transaction returns a cancelled status.
Display a message like, “Purchase cancelled. Would you like to try again?”
Give users an option to retry the purchase process.
Result: This helps recover user interest and allows them to reattempt the purchase.
Solution 2: Simplify and Streamline the Purchase Flow
Purpose: Reducing complexity in the purchase flow decreases cancellation likelihood.
Steps:
Minimize steps in the purchase process to create a clear and smooth flow.
Use simple prompts and provide users with transparent purchase details.
Test the purchase process with a user-focused perspective to remove unnecessary screens or steps.
Result: A streamlined flow improves user experience and reduces cancellations.
Solution 3: Display Transparent Pricing Information
Purpose: Helps avoid cancellations by showing users clear pricing information, including any potential additional costs.
Steps:
Show the total cost upfront in the initial purchase screen, including all applicable taxes or fees.
Add clarifications for recurring subscriptions or auto-renewal features.
Result: Transparent pricing reduces user confusion and increases purchase completion rates.
Solution 4: Use Reminders to Encourage Purchase Re-attempts
Purpose: Encourages users who have cancelled purchases to revisit the purchase opportunity later.
Steps:
For cancelled transactions, consider adding an optional soft reminder for users to complete their purchase later.
Provide additional context or benefits of the purchase to enhance interest.
Result: Non-intrusive reminders can help recover lost purchases without disrupting the user experience.
Solution 5: Gather Feedback to Improve the Purchase Experience
Purpose: Helps developers understand why users cancel purchases and make adjustments to the purchase flow.
Steps:
After a cancellation, offer an optional feedback form asking why they chose to exit.
Analyze feedback to identify common pain points or reasons for cancellation.
SKErrorDomain Code=2 - Cancelled, is triggered by user actions to exit the purchase process, which may happen due to various reasons. By implementing a cancellation handler, simplifying the purchase flow, displaying clear pricing, sending gentle reminders, and gathering user feedback, developers can improve the purchasing experience and reduce cancellations.
With Nami’s low-code solutions, developers can easily manage and optimize in-app purchases, eliminating the hassle of customizing the purchase flow. Find out more at NamiML.
For subscription businesses, subscribers are the lifeblood of success. Yet, not all potential subscribers discover your app by casually browsing the App Store or Google Play Store. Instead, many need a structured path to guide them from first contact to becoming loyal, paying customers.
Enter the web2app funnel—a powerful marketing strategy designed to seamlessly transition prospects from initial discovery to active subscription. By focusing on the five key stages of the funnel—awareness, interest, consideration, conversion, and retention—you can optimize every touchpoint to maximize engagement and drive conversions.
Web2app funnels excel at creating a smooth journey for people – from discovering your service on the web to fully engaging with your app, ensuring a cohesive and compelling experience at every stage.
Let’s explore how to fine-tune each stage of your funnel to boost subscriber acquisition and retention, and create an irresistible path from web to app.
Attract Potential Subscribers During the Awareness Stage
Whether people “google” for something specific or whether they stumble upon your business or its content by chance, the awareness stage is the first point where potential customers are made aware of your business. Get this right, and you can start to pull subscribers into your funnel.
You can consider using a combination of marketing channels to achieve this:
Craft insightful blog posts that address potential subscribers' needs and interests, providing valuable information.
Provide ebooks and whitepapers offering in-depth guides and reports to showcase the value of your subscription service.
Design eye-catching infographics to highlight the benefits and features of your subscription offer in a digestible, visual format.
Optimize SEO by targeting niche keywords, refining on-page elements, and securing high-quality backlinks to boost visibility and attract subscribers.
Share interesting content on social media and engage with your audience on platforms like Facebook, Twitter, LinkedIn, and Instagram to raise awareness.
Use targeted ads on Google, Facebook, Instagram, and LinkedIn to reach your target audience.
Collaborate with influencers to amplify your reach and use sponsored content to authentically highlight your subscription’s unique benefits.
Offer lead magnets such as exclusive content or free trials in exchange for email sign-ups to build your subscriber list.
Send regular newsletters with engaging content and updates to keep potential subscribers informed and interested.
Develop affiliate partnerships where affiliates promote your subscription service for a commission on new sign-ups.
Launch a referral program that rewards current subscribers for bringing new members into your service.
Generate Curiosity and Engagement as Prospects Get Interested
Once potential users are aware of your subscription service, the next step is to capture their curiosity and engage them further. At this stage, it’s essential to ignite their interest by clearly communicating what sets your subscription offering apart and how it can meet their needs. By creating engaging and relevant content, you can deepen their interest and guide them closer to considering paying for a subscription.
Consider utilizing various strategies to spark curiosity and keep prospects engaged:
Emphasize unique features of your subscription service that set it apart and address the specific pain points or desires of your target audience.
Outline tangible benefits that subscribers will receive, such as exclusive content, cost savings, or added convenience.
Share success stories and testimonials from existing subscribers to build credibility and demonstrate the real-world value of your offerings.
Provide free trials or demos to give potential subscribers a firsthand experience of your product, app or content’s value.
Leverage user-generated content to build trust and validate the appeal of your subscription service.
Help Subscribers Assess Subscription Fit During the Consideration Phase
As prospects move into the consideration phase, they need to evaluate whether your subscription service aligns with their needs and preferences. This is the moment to provide them with the information and reassurance they need to make an informed decision. Addressing their concerns and offering a tangible sense of the service’s value can significantly influence their choice.
Here’s how you can help potential subscribers assess if your offering is the right fit for them:
Develop a comprehensive FAQ section to answer common questions and alleviate potential concerns.
Ensure excellent customer support to address any additional inquiries or issues quickly and effectively.
Showcase positive reviews from satisfied subscribers to build trust and credibility.
Offer a money-back guarantee to minimize perceived risk and encourage hesitant prospects to take action.
Create a sense of urgency with limited-time offers to prompt immediate action and interest.
Clearly communicate terms and conditions of the free trial or demo to avoid confusion.
Support users with guided onboarding to help them get started smoothly and maximize their trial experience.
Transform Interest into Subscription
Converting interested prospects into actual subscribers requires a strategic approach to help them make the final leap from consideration to commitment. At this stage, it’s crucial to present compelling reasons to subscribe and make the process as easy and enticing as possible. By effectively addressing their final hesitations and showcasing the unique value of your service, you can encourage customers to take the plunge.
Focus on these tactics to turn interest into a subscription:
Place clear and prominent download buttons on your website and landing pages with compelling language to encourage clicks.
Optimize app store listings with relevant keywords, high-quality screenshots, and detailed descriptions to attract potential users.
Ensure download pages are mobile-friendly to provide a smooth experience for users on mobile devices.
Provide exclusive content or features that are only available within the app to add value.
Give early access to new features or updates to entice users with the promise of cutting-edge functionalities or new content.
Offer step-by-step guided tutorials to help users set up and navigate the app easily.
Provide personalized recommendations based on user preferences and behavior to tailor the experience.
Highlight quick wins and easy achievements to encourage early engagement and build momentum.
Reinforce the app's value proposition during onboarding to remind users of the benefits and keep them motivated.
Foster Long-Term Loyalty for Retaining Subscribers
Securing subscribers is just the beginning; the real challenge lies in keeping them engaged and satisfied over the long term. After all, 70-80% revenue of a subscription business comes from existing subscribers. Building lasting loyalty involves providing ongoing value, exceptional support, and personalized experiences that reinforce their decision to stay subscribed. By focusing on their long-term satisfaction and engagement, you can enhance retention and encourage sustained loyalty.
Offer multiple communication channels such as email, live chat, and phone to make it easy for customers to reach your support team.
Respond to inquiries quickly to minimize frustration and demonstrate a commitment to customer satisfaction.
Develop a comprehensive knowledge base or FAQ section to provide self-help resources and answer common questions.
Anticipate and address potential issues proactively to prevent problems and enhance the customer experience.
Analyze user data to uncover individual preferences and behaviors, and identify the factors influencing why users choose to remain with or cancel your subscription.
Provide personalized recommendations for products, features, or content based on user data to enhance relevance and engagement.
Send targeted marketing messages tailored to customer interests and preferences to increase effectiveness.
Use push notifications to deliver timely updates about new features, promotions, or personalized recommendations.
Implement in-app messages to offer important information, provide support, or promote relevant content.
Maximizing Success with Web2App Funnels: From Acquisition to Retention
In the competitive world of subscription services, adopting effective strategies is crucial for driving both customer acquisition and retention. Web2app funnels provide a robust framework for guiding potential customers from their initial encounter with your service to becoming dedicated subscribers.
Understanding and optimizing the key elements of a web2app funnel can significantly enhance your business's performance. By attracting potential customers effectively and converting them into paying subscribers, you can increase your conversion rates. Enhancing the customer experience with seamless interactions and personalization fosters loyalty and ensures long-term growth. To achieve success, focus on attracting potential subscribers through strategic marketing, sparking their interest with a compelling value proposition, addressing their concerns during the consideration phase, creating a smooth transition to conversion, and ensuring ongoing engagement through exceptional support and personalized experiences.
By leveraging these strategies, your business can fully harness the potential of web2app funnel, positioning itself for sustained success in the dynamic subscription market.
The digital industry is in hyperdrive – the explosion of apps on the Apple and Google Play Stores and digital content online is undeniable proof of this.
Subscriptions are the new gold rush, and the paywall has become a strategic tool for businesses to capitalize on premium content. But building a successful paywall is about more than just blocking access. It's about creating an irresistible offer that opens doors, not closes them.
Understanding how your paywall performs is the key to unlocking its full potential. By closely examining the right metrics, publishers can transform raw data into actionable insights. What's working? What's falling flat? The answers lie in the numbers.
With a clear view of performance, you can fine-tune your strategy to boost conversions, strengthen subscriber loyalty, and drive revenue growth.
Let's dive into the essential metrics that will supercharge your paywall.
Understanding Paywall Models and Goals
Before diving into the nitty-gritty of paywall metrics, it's crucial to have a crystal-clear understanding of your paywall model and overall goals. This solid foundation will guide your metric selection and ensure that your data is driving you in the right direction.
Types of Paywalls
There are several paywall models to choose from –
Metered Paywall: Think of it as a trial period. Readers get a taste of your content before being asked to subscribe.
Hard Paywall: This is the 'all or nothing' approach. No freebies here – access to content is locked behind a subscription.
Dynamic Paywall: This is where the smarts come in. Using data, the paywall adapts to each reader, offering personalized deals and content.
Hybrid Paywall: A mix of the above, combining the best of different worlds for maximum impact.
The paywall model you choose and how you set it up should align with your overall business objectives. Common goals include:
Revenue generation: Increasing subscription and advertising revenue.
Subscriber growth: Expanding the subscriber base.
Engagement: Encouraging deeper reader engagement and loyalty.
Content discovery: Promoting new content and sections.
The world of paywall metrics can be overwhelming. But remember, not all metrics are created equal. To truly understand your paywall’s performance, focus on the numbers that directly impact your bottom line. Let's dive into the metrics that matter most.
Nami's Subscription Analytics lets you measure over 19 key metrics
Core Paywall Performance Metrics
To effectively measure the success of your paywall, it's essential to track a combination of metrics that provide insights into different aspects of your strategy.
Let's start with the metrics that reveal how well your paywall is converting visitors into subscribers.
Conversion Metrics
Conversion metrics focus on how effectively your paywall is turning visitors into paying subscribers.
Conversion rate
This fundamental metric measures the percentage of users who subscribe to your app or content offering after encountering the paywall.
Conversion Rate = (Number of subscribers / Number of paywall encounters) * 100
Example: If 1,000 users encounter the paywall and 100 subscribe through it, the conversion rate is 10%.
Paywall visibility rate
This metric reveals the percentage of users who actually encounter the paywall.
Paywall Visibility Rate = (Number of paywall encounters / Total website traffic) * 100
Example: If a website has 10,000 visitors and 5000 encounter the paywall, the visibility rate is 50%.
Paywall bounce rate
This metric shows the percentage of users who leave the site immediately after hitting the paywall.
Paywall Bounce Rate = (Number of users Who bounce after paywall / Number of paywall encounters) * 100
Example: If 200 out of 1000 users who encounter the paywall bounce, the bounce rate is 20%.
Average revenue per paying user (ARPU)
ARPU measures the average revenue generated from each paying subscriber.
ARPU = Total revenue from paying subscribers / Number of paying subscribers
Example: If total revenue from subscribers is $10,000 and there are 500 subscribers, ARPU is $20.
Customer acquisition cost (CAC)
CAC represents the cost of acquiring a new subscriber.
CAC = Total cost of acquiring customers / Number of customers acquired
Example: If a publisher spends $50,000 on marketing to acquire 1000 subscribers, CAC is $50.
Customer lifetime value (CLTV)
CLTV estimates the total revenue a customer will generate throughout their relationship with your publication.
CLTV = Average revenue per user (ARPU) * Average customer lifespan
Example: Assume that the average subscription price is $10 per month, which equals $120 annually (ARPU). If your average customer stays subscribed for 2 years then CLTV = $120/year * 2 years = $240
By closely monitoring these conversion metrics, you can identify areas for improvement and optimize your paywall strategy accordingly.
Engagement Metrics
Engagement metrics offer insights into how users interact with your content. By understanding user behavior, you can refine your content strategy and enhance the overall reader experience.
Page views per user
This metric measures the average number of pages a user views during a session.
Page Views per User = Total page views / Total unique visitors
Example: If a website has 1000 page views and 500 unique visitors, the page views per user is 2.
Time spent on site
This metric indicates the average duration of a user's visit.
Time Spent on Site = Total time spent by all users / Total number of sessions
Example: If the total time spent on site is 10,000 minutes and there are 500 sessions, the average time spent on site is 20 minutes.
Scroll depth
This metric measures how far users scroll on a page, indicating their interest level. Scroll depth is typically measured as a percentage of the page scrolled.
Example: If a user scrolls to 75% of a page, their scroll depth is 75%.
Content consumption patterns
Analyzing which articles and topics are most popular helps identify reader preferences and trends. This metric is often presented in a tabular or graphical format showing the most viewed or shared content.
Returning visitor rate
This metric indicates the percentage of visitors who return to your site.
Returning Visitor Rate = (Number of returning visitors / Total visitors) * 100
Example: If 200 out of 1000 visitors return, the returning visitor rate is 20%.
By analyzing these engagement metrics, you can identify your most popular content, understand user behavior, and make data-driven decisions to improve content strategy and user experience.
Subscriber Behavior Metrics
These metrics provide insights into subscriber behavior, helping you understand customer satisfaction, revenue potential, and churn prevention strategies.
Churn rate
This metric measures the percentage of subscribers who cancel their subscriptions within a specific period.
Churn Rate = (Number of subscribers lost / Total number of subscribers at the beginning of the period) * 100
Example: If a publication loses 100 subscribers out of 1000 in a month, the churn rate is 10%.
Subscription plan performance
Analyzing which subscription plans are most popular and profitable helps optimize pricing and packaging. This metric is often presented in a tabular or graphical format showing the number of subscribers and revenue generated by each plan.
Upgrade/downgrade rates
Tracking subscriber movements between different plans provides insights into customer satisfaction and value perception.
Upgrade Rate = (Number of subscribers upgrading / Total number of subscribers) * 100
Downgrade Rate = (Number of subscribers downgrading / Total number of subscribers) * 100
Free trial conversion rate
This metric measures the percentage of free trial users who convert to paid subscribers.
Free Trial Conversion Rate = (Number of subscribers from free trials / Total number of free trial sign-ups) * 100
Example: If 100 out of 500 free trial users subscribe, the conversion rate is 20%.
By carefully analyzing these metrics, you can identify opportunities to improve customer retention, optimize subscription plans, and enhance the overall subscriber experience.
Analyzing the impact of different messaging and value propositions on user behavior.
Key metrics to track: click-through rates, conversion rates, subscription length.
Paywall design impact
Evaluating the influence of paywall design elements (layout, color scheme, imagery) on user experience and conversion.
Key metrics to track: time spent on paywall, conversion rate, bounce rate.
By leveraging these advanced metrics and conducting rigorous experimentation, publishers can fine-tune their paywall strategy for maximum impact on visitors and subscribers.
Analyzing and Actioning Paywall Metrics
Building a Data-Driven Paywall Strategy
Ensuring the success of your paywall strategy involves:
Establishing clear goals: Define what you want to achieve with your paywall (e.g., increase revenue, grow subscribers, improve engagement).
Selecting key metrics: Choose the metrics that align with your goals.
Data collection: Implement robust data tracking and collection processes.
Data analysis: Use analytics tools to uncover patterns, trends, and correlations within the data.
Using Metrics to Identify Optimization Opportunities
Metrics can help identify areas for improvement:
Low conversion rates: Investigate paywall design, messaging, and placement.
High bounce rates: Analyze paywall triggers, user experience, and content relevance.
Low engagement: Evaluate content quality, variety, and promotion.
High churn rates: Examine subscriber satisfaction, value perception, and competitive offerings.
Implementing Changes and Measuring Impact
Experimentation: Test different paywall variations using A/B testing techniques to determine the most effective approach.
Iterative improvement: Continuously refine your paywall strategy based on performance data.
Measuring impact: Track the performance of implemented changes to evaluate their effectiveness.
Tools and Technologies for Paywall Analytics
Leverage analytics tools to streamline data collection, analysis, and reporting:
Website analytics platforms: Use sites like Google Analytics to collect website data.
Customer data platforms: Collect and unify customer data from various sources.
Subscription management platforms: Platforms like Nami ML provide insights into subscriber behavior and churn.
By combining data analysis, experimentation, and continuous optimization, publishers can build a high-performing paywall that drives sustainable revenue growth.
KPIs and Metrics Set the Direction for Paywall Success
Effective paywall management is essential for the long-term success of digital publishers. For this, it is essential to closely monitor a comprehensive set of metrics, aligned to business goals. Such metrics give app growth marketers and product owners invaluable insights into subscriber behavior, paywall performance, and revenue generation.
Key metrics such as conversion rates, engagement levels, churn rates, and revenue metrics provide a holistic view of paywall health. It's crucial to remember that paywall optimization is not a one-time effort – it is an ongoing process. The digital landscape is constantly witnessing new trends and subscriber preferences change over time. Therefore, continuous monitoring and adaptation are essential.
Ultimately, the success of a paywall hinges on the ability to make data-driven decisions. By harnessing the power of metrics, publishers and app owners can create a paywall strategy that not only drives revenue but also delivers exceptional value to subscribers – the ultimate jackpot that lies at the end of the rainbow.
Capturing and retaining subscribers is a complex challenge for app businesses. With a large number of devices at users' fingertips, crafting a paywall strategy that resonates across different platforms has become a daunting task.
Gone are the days of a one-size-fits-all approach. Users interact with apps differently on smartphones, tablets, desktops, and smart TVs. What works seamlessly on a mobile device might fall flat on a larger screen. To truly maximize revenue and user satisfaction, you need a paywall strategy as diverse as the devices themselves.
The digital landscape is a patchwork of screens, each with its own unique audience and behavior.
Ignoring these differences can lead to missed opportunities, frustrated users, and lower revenue. Users have different expectations, consumption habits, and purchasing behaviors across devices. A paywall that doesn't cater to these nuances is likely to underperform.
To truly optimize your paywall strategy, you need a deep understanding of how users interact with your app on different platforms. This is where our ebook becomes an invaluable resource.
Your Secret Weapon: Device-Specific Paywall Strategies
In our ebook, discover how to:
Optimize for mobile: Capture the attention of on-the-go users with persuasive messaging and frictionless checkout processes.
Master the web: Design paywalls that seamlessly integrate into the desktop experience, striking the perfect balance between information and conversion.
Conquer the living room: Create immersive paywall experiences that captivate viewers on the big screen and drive subscriptions.
By understanding the unique characteristics of each platform, you can create paywalls that resonate with your audience and drive significant growth.
You can also learn about how to:
Leverage analytics: Gain valuable insights into user behavior, conversion rates, and churn.
Master A/B testing: Experiment with different paywall variations to identify what works best for your audience.
Optimize for success: Continuously refine your paywall strategy based on data-driven insights.
Ready to Dominate? Download Your Free Ebook Now!
Don't miss out on this opportunity to gain a competitive edge. Download your free copy today and start building paywalls that truly deliver results.
When it comes to designing mobile apps, one of the most important decisions developers need to make is whether to use native user interface elements or web views. While web views can be more versatile, they often fall short in terms of user experience and functionality. In particular, paywall screens are an area where native UI elements shine.
Here are some of the benefits of using native UI elements for paywall screens in mobile apps:
Consistent Look and Feel
Native UI elements ensure that the app looks and feels consistent across different devices and operating systems. This helps to establish a sense of familiarity and trust with the user, which can be crucial in convincing them to pay for content or services.
Faster Loading Times
Web views can be slower to load, which can frustrate users and discourage them from making a purchase. With native UI elements, paywall screens load quickly and seamlessly, which can help to improve conversion rates.
Native UI Elements for Paywall allow Better User Experience
Native UI elements are designed specifically for mobile devices. This means they are optimized for touch screens, smaller screens, and other mobile-specific features. These native elements can help to create a more intuitive and enjoyable user experience. A more enjoyable user experience will encourage users to engage with the app and make purchases.
Native UI elements are more secure than web views, as they are less vulnerable to attacks such as cross-site scripting and injection attacks. This can help to protect sensitive user information and improve user trust in the app.
With native UI elements, developers have more control over the design and functionality of paywall screens. This means they can create a unique and engaging user experience that reflects the brand and appeals to the target audience.
In addition to these benefits, native UI elements also allow paywalls to leverage system features like localization, accessibility, dark mode, and more. Let's take a closer look at each of these features:
Localization
By using native UI elements, developers can take advantage of the built-in localization support provided by mobile operating systems. This makes it easier to create paywall screens that are localized for different languages and regions, which can improve the user experience and increase the app's reach.
Accessibility
Native UI elements also provide better accessibility support than web views. This means paywall screens can be designed to be more accessible to users with disabilities, such as those with visual impairments. This can help to improve user satisfaction and ensure compliance with accessibility guidelines.
Dark Mode
With the increasing popularity of dark mode, native UI elements allow paywall screens to automatically adapt to the user's system-wide preference. This can create a more seamless and immersive experience, which can help to increase user engagement and satisfaction.
Native UI elements also allow paywall screens to leverage system features like haptic feedback, which can improve the user experience by providing tactile feedback for user interactions. This can make the app feel more responsive and engaging, which can encourage users to make purchases.
If you're looking to create paywall screens for your mobile app, consider using Nami's no code paywall solution. With Nami, you can have the best of both worlds by creating paywalls that are rendered using native UI elements. This means you can take advantage of all the benefits of native UI elements, such as faster loading times, better user experience, improved security, and system feature integration, without the need for coding skills. By using Nami, you can create paywalls that are customized to your brand, easy to use, and optimized for revenue generation. So why wait? Get started with Nami today and take your mobile app to the next level.
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