The user review variant produced a 44% increase in paid subscriptions for Android users and no significant change for iOS users. The original variant featured a promotional statement, while the test variant included a real user review along with a 5-star rating. Runtastic launched a Dynamic Variable A/B test for their Android and iOS apps. Users are more likely to subscribe if they are shown a user review on the paywall, as opposed to a promotional statement. Runtastic wanted to A/B test and improve the conversion rate of users reaching their paywall. In-app membership upgrades for freemium users are a core part of Runtastic’s monetization strategy. Using Apptimize, the app has boosted the conversion rate by 44%. Runtastic has over 95 million registered users. Runtastic has a portfolio of over 15 health and fitness apps which combine traditional fitness models with mobile technology.
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