User reviews were an influencing factor for Runtastic’s Android userbase, but they did not motivate Runtastic’s iOS users. Based on the results of this test, Runtastic only updated their Android paywall screen. 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.

Runtastic iphone