Achieving ARPU growth hinges on several critical factors, including:
- Onboarding
- Registration process
- Offboarding
- Paywall
- Pricing strategies
- Discount and offers strategies
- Communication strategies with notifications
- Localization
- Features to increase retention/ARPU inside the app.
To address this multifaceted challenge, the GrowthMads product team embarked on an extensive planning phase. This phase encompassed:
- Conducting an in-depth analysis of current metrics against industry benchmarks
- Engaging in competitive research to identify market trends and best practices
- Scrutigizing the existing funnel to uncover pain points and areas for improvement
- Formulating and prioritizing hypotheses aimed at optimizing ARPU to deliver rapid, high-impact results
- Crafting a project roadmap outlining the path forward.‍

‍‍‍The GrowthMads team took a systematic approach to execution, commencing with the establishment of environment for A/B testing. Key steps included:
- Educating the Ling Core Team on A/B Testing: Ensuring a deep understanding of A/B testing principles among the core team members.
- Integrating Analytics Tools: Seamless integration of analytical tools such as Amplitude, Adapty, and Firebase to facilitate accurate data tracking.
- Developing an Analytics Dashboards: Creation of a user-friendly dashboard to visualize and interpret the insights garnered from the tests and monitor key metrics.
- Refining Project Processes: Establishment of streamlined project processes to enhance efficiency and collaboration.
- Formation of the Growth Team: Assembling a dedicated growth team.

Building on findings from the planning stage, the GrowthMads team started from the strongest hypothesis and macro improvements. This began with a substantial overhaul of the onboarding process.

The introduction of a new onboarding experience led to a remarkable 60% increase in ARPU within the initial month. Building on this success, subsequent experiments in the next 8 months resulted in an impressive overall ARPU surge of 220%.