Streaming · IndiaScaling Story TV's Trials to Payments Engine with 15%+ F2P at Pan India Scale
Free trials fill an app. Payments keep it alive. Story TV needed the step from one to the other to work across the whole country.
- Market
- India
- Objective
- Free trials into paid users
- Approach
- A trials-to-payments engine
- Funnel focus
- Free-to-paid conversion
The brief
Turn trials into subscribers.
Story TV wanted free trials that became paying users, across India rather than in a handful of test cities.
The approach
Build the engine from trial to payment.
We treated trials and payments as one journey. Acquisition, messaging and the conversion step were built around what gets someone from trying the app to paying for it.
Where the work focused
Free to paid.
Free-to-paid conversion was the measure. A trial that doesn't convert costs the same to acquire as one that does, so the whole programme was steered by the ones that did.
What it delivered
Conversion that held at national scale.
The free-to-paid conversion reached is set out below — achieved at pan-India scale, not in a narrow test.
A trial is a question. The payment is the answer.
Reported results
- Free-to-paid conversion across India
- %+
- As reported in the campaign material
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