Upgrading

Using auto-promotions & CTAs to create frustration and drive subscription

Happn
Dating
March 25, 2021

Using auto-promotions & CTAs to create frustration and drive subscription

Upgrading
Auto-promotions
Paywalls
Happn uses different kind of auto-promotions to increase subscriptions. Between two swipes, they will remind you of the value of the paid plan with CTAs towards the paywall.
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About the app:
Happn is a location-based social search mobile app mainly used as a dating app.
Fruitz
Dating
April 14, 2021

Using auto-promotions & CTAs to create frustration and drive subscription

Upgrading
Auto-promotions
Paywalls
Fruitz frequently inserts promotions between two profiles. They use this trick to present and remind paid plan features such as "unlimited fruits", with a CTA towards the paywall.
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About the app:
Fruitz is a dating app that enable users to meet people that are looking for the same kind of relationship. Users use fruits to specify their intentions and match with similar people.
Happn
Dating
April 14, 2021

Using auto-promotions & CTAs to create frustration and drive subscription

Upgrading
Auto-promotions
Paywalls
Happen's FlashNotes enable users to send a message before you even get a crush. This is a paying feature, and the app regularly remind users about how FlashNotes work to drive monetisation.
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About the app:
Happn is a location-based social search mobile app mainly used as a dating app.
Tinder
Dating
April 14, 2021

Using auto-promotions & CTAs to create frustration and drive subscription

Upgrading
Auto-promotions
Paywalls
Subscribing to Tinder Gold allows users to access profiles who already liked you. Between two swipes, it is frequent that Tinder pushes an auto-promotion about Tinder Gold with a call-to-action towards the premium section of the app. Tinder being about ego and FOMO, this trick is a smart reminder to drive paid plan conversion.
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About the app:
Tinder is the #1 dating app with 50+ million users.
Lydia
Finance
May 27, 2021

Using auto-promotions & CTAs to create frustration and drive subscription

Upgrading
Auto-promotions
Limited time offers
When opening the app, Lydia's app opens an auto-promotion modal to offer the premium plan to users under 25 years old.
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About the app:
Lydia is a financial super-app that has started as the European Venmo doing P2P payment.
Badoo
Dating
June 5, 2021

Using auto-promotions & CTAs to create frustration and drive subscription

Upgrading
Auto-promotions
Limited time offers
Between two swipes, it happens that Badoo pushes limited-time offers to users.
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About the app:
Badoo is a dating-focused social network founded in the United Kingdom.