The Problem
CRAFTO had a less than 5% iOS conversion rate and a post-trial Android churn spike. Users were dropping off after the trial without converting to paid.
What We Found
Conducted funnel analysis and 1:1 user interviews. Found users did not feel enough value before the paywall appeared, and the trial lacked engagement hooks.
What We Built
Proposed value-anchored paywalls and engagement loops — showing users their creation history and progress before the paywall hit, with a soft-lock model.
The Impact
Trial-to-Paid Conversion
Before
<5%
After
~10%
Post-Trial Churn
Before
High
After
-40%
What I Learned
Paywalls fail when they interrupt before the user has felt real value. Timing and context of the ask matters more than the offer itself.
Want to work together?
I'm always open to interesting PM roles and collaborations.