Paywall Newsletter #21: How travel apps convert users
The 21st issue of the Paywall Newsletter is here!
Since it’s (still) summertime, for this Paywall newsletter issue, we decided to take a closer look at travel-related apps.
Unique maps and hiking trails, travel planners and flight trackers – this app category has a lot to offer, and we’ve had some new discoveries ourselves.
We analyzed six apps, both large and small. We also added a bit more context this time, taking into account the pre-paywall onboarding user experience. The section is dubbed ‘setting the scene’.
Ready to explore?
TripBFF
Last month revenue: $50K
Last month downloads: 20K
Setting the scene:
Users are encouraged to enable location and push permission before the paywall. Makes sense since users can’t experience the ‘aha moment’ without giving out their location.
What's working well:
- Social proof just before the paywall is always a great trust-building tactic.
- Users also get a small dopamine hit from the confetti animation, as they make it to the paywall. Well done.
- “Try for $0.00” as a CTA is smart. The “$0.00” suggests higher intrinsic product value than "Free," despite the same cost.
What's worth testing:
- We suggest mentioning more perks, not only "Make unlimited travel friends".
- Striking through the $55.99 annual price and comparing it to the $2.59 monthly one might alarm detail-oriented users.
- “You will never see this again" creates scarcity, but a timer would add urgency.
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Planes Live
Last month revenue: $400K
Last month downloads: 100K
Setting the scene:
The onboarding journey is pretty simple. We also see a ‘quantified social proof’ screen with numbers like 50M+ users, 122K+ ratings, and 4.6 stars, which is great for trust.
What's working well:
- Manual free access switch makes users feel like they’re in control.
- Phrases like “$0.00 due today”, “Free for 7 days”, and “Access for free” help beat uncertainty in users.
- A “Lite plan” hidden under “Other plans” is a nice addition for the price-sensitive users.
PeakVisor
Last month revenue: $70K
Last month downloads: 30K
Setting the scene:
Intro demo allows users to experience the ‘aha moment’ even before hitting the paywall 👍
What's working well:
- Peakvisor’s lifetime plan, priced at nearly 4X the yearly plan, significantly boosts LTV because most subscribers don’t stay even a full year.
What's worth testing:
- We’d suggest showcasing the PRO features UI inside an iPhone 16 mockup so that users can easily visualize exactly what they’ll get.
- Analyze users’ goals within the app and use the corresponding keywords in the headline rather than only saying “PeakVisor PRO”.
PinTraveler
Last month revenue: $30K
Last month downloads: 30K
Setting the scene:
After creating an account, users are welcomed with a 3-slide carousel that heroes the core features of the app.
What's working well:
- A simple ‘checklist’ design pattern always performs well.
- The background image appeals to avid travelers.
- Pintraveler uses several paywall designs placed in multiple touchpoints of the user journey. Thumbs up for that.
What's worth testing:
- Being more specific about the features on the paywall might benefit the conversion.
- No need to be modest about the lifetime plan pricing: it can easily go at least 3X the yearly plan here.
TravelSpend
Last month revenue: $20K
Last month downloads: 8K
Setting the scene:
We get to the paywall after account creation, app setup questions, and push notification opt-in screens. Users are led to a small win quickly, as they commit by setting up their budget and first expense log.
What's working well:
- “Continue as a guest” is a good way to reduce drop-offs at the account creation page.
- The founders’ story in the Help section adds to an emotional connection: people prefer supporting solo-builders.
What's worth testing:
- CTA button copies like “Try 7 days for free” or “Unlock lifetime budgeting” might perform better compared to more direct ‘Subscribe now’ and ‘Buy now’.
- Experiments with paywall copy, highlighting the benefits for users, can bring good results.
Wanderlog
Last month revenue: $200K
Last month downloads: 100K
Setting the scene:
Wanderlog has the longest onboarding funnel among others. Onboarding questions highlight user problems, goals, and objections, presenting in-app UI demos as solutions.
What's working well:
- Wanderlog uses a multi-page paywall to present "pro features + benefits" in concise, digestible segments.
- The comparison table is helpful, but can be a bit overwhelming.
- “Start for Free” CTA button is kept consistent across all pages.
What's worth testing:
- The “Save more” badge on the annual plan could benefit from some additional context. It may be a bit unclear without other plans to anchor against for comparison.
- Wanderlog will offer you a 20% discount if you initially decline. A nice touch, though it might be worth testing a sweeter deal.
Inspired to enhance your paywalls?
We’re offering afree paywall audit to help your app grow faster.
Send us a screenshot of your paywall, pick a time, and we’ll walk through it together on a quick 20-minute call.
We’ll show you what’s working, what’s not, and how to increase your conversion rate from install to trial.
And that’s where this journey ends.
Keep experimenting, keep growing.
See you soon,
Adapty team
