Hypothesis. If you place a subscription offer at the empty state it will bring you more paying users.

Why. Empty state is a place with a large amount of traffic. Every person that downloads app see that page. So chances to get subscriptions increase if we place an offer here.

Result. Revenue from subscriptions increased on 24% in 3 months after offer was placed at the empty state.

Hypothesis. People perceive an annual subscription as a lifetime purchase.

Why. We want to earn money on a regular basis. The introduction of the classic monthly or annual subscription scheme has shown that people sign up for a cheap monthly subscription and quickly unsubscribe. Therefore, a lifetime purchase was beneficial for a long time.

Result. I suggested conducting an AB test. Compare annual subscription and lifetime purchase with the same price. The hypothesis that people perceive them equally was confirmed. An annual subscription will help to earn double in a year.

Hypothesis. If you politely ask people to leave a review, they will do it.

Why. The number of reviews affects the position of the application in the AppStore. It also serves as social proof when the user decides to install the application.

Result. The introduction of such a banner increased the number of reviews. The app currently receives 2-3 text reviews per day. Without a banner, this result was achieved in a month.

How it works. The banner is shown to users on the 3rd visit to the application. It is assumed that the user has already become acquainted and started using it.

Now ToBuy is listed mostly for "shopping list" keyword. We expect implementation of recipes will widen traffic via new searchable keywords in title.

Also we expect recipes to create a habit and build user investment into app, because people could add their content and use it during cooking. We expect recipes to increase user engagement and affect such metrics as retention, DAU, number of subscription events.

"Recipes" is a huge feature that includes adding ingredients to shopping list. Along with thinking about recipes we saw users sending us feedback, that they want some kind of template to add groups of frequently used products to list in one click.

I offered a solution that templates could be a part of recipes and we should start with them. After developing and launching templates development time of recipes decreased significantly. Recipes also inherit the UI of templates that people are used to.