20Growth: The 7 Core Levers to Win at Consumer Subscription: Growth Loops, CAC + LTV Benchmarks, Pricing, Packaging, Notifications, Discounts, Paywalls | The Breakdown with Phil Carter

Phil Carter is one of the best growth leaders of the last decade helping world-class companies like Faire, Quizlet, and Ibotta accelerate their growth. Today, Phil is a growth advisor and angel investor who helps Seed - Series C consumer subscription businesses define their growth strategy.

In Today's Episode with Phil Carter We Discuss:

The Seven Core Levers to Win at Consumer Subscription:

1. How to Optimize Subscription Pricing and Packaging:

Step:

• Single vs multiple subs tiers?
• Monthly, weekly or annually? 
• How often should it be revisited?
• Biggest mistakes companies make with pricing and packaging?

2. How to deliver immediate value through new user onboarding?

Target Metrics: 

• Best tactics for delivering value in the shortest amount of time?
• Biggest mistakes companies make in user onboarding?
• Thoughts on the very long surveys companies like Noom make people fill out pre getting access to the product?

3. How to boost paid marketing efficiency by investing in desktop web flows?

Target Metrics: 

• Why is now the time to be investing in desktop workflows?
• What are the most effective and specific tactics to do so?

4. How to optimize paywall visibility and conversion?

Target Metrics: 

• Why is paywall view rate so important? 
• What is good vs bad? 
• What are the most common places to trigger paywall?
• Thoughts on hard paywall vs consumer value first?
• Specific tactics to refine paywall design to maximize conversion?
• Single biggest mistakes companies make when it comes to paywall conversion?

5. How to distinguish and emphasize premium value props?

Target Metrics:

• What are the most effective ways to do this?
• Who does it best? Lessons from them?

6. How to leverage motivation tactics (stats, streaks, badges, leaderboards, notifications)?

Target Metrics:

• What is the most effective?
• Do we not have notification overload?
• What used to work but now does not work?
• Who does this best? Why them?

7. How to leverage strategic discounts and promotions?

Target Metrics:

• What are the most effective discounting methods used?
• What are the biggest mistakes companies make when using promos or discounts?
• Who does it best? What do they do?