mikan case study | Google Play Console

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Guides for every topic - Navigation Header list" data-action="Click" data-label="Learn more" > Learn more </a> </div> </ul> </div> <div class="navbar--second-tier-column only-visible-mobile navbar--second-tier-with-desc-col"> <ul> <li class="navbar--second-tier-column-title"> <a href="/console/about/topics/"> <h2 id="subnav-heading" class="callout-heading--links" >Guides for every topic</h2> </a> </li> <div class="navbar--second-tier-column-explore-content"> <p class="only-visible-large">Find the right tools and resources for your goals.</p> <a href="/console/about/topics/" class="nav-item-link only-visible-large js-data-layer" data-category="Learning - Guides for every topic - Navigation Header list" data-action="Click" data-label="Learn more" > Learn more </a> </div> </ul> </div> <div class="navbar--second-tier-column only-visible-large navbar--second-tier-with-desc-col"> <ul> <li class="navbar--second-tier-column-title"> <h2 id="subnav-heading" class="callout-heading--links" >Play Academy</h2> </li> <div class="navbar--second-tier-column-explore-content"> <p class="only-visible-large">Get online training, targeted for every stage of your business growth.</p> <a href="https://playacademy.withgoogle.com/" class="nav-item-link only-visible-large js-data-layer" data-category="Learning - Play Academy - Navigation Header list" data-action="Click" data-label="Learn more" target="_blank" rel="noreferrer noopener" > Learn more </a> </div> </ul> </div> <div class="navbar--second-tier-column only-visible-mobile navbar--second-tier-with-desc-col"> <ul> <li class="navbar--second-tier-column-title"> <a href="https://playacademy.withgoogle.com/"> <h2 id="subnav-heading" class="callout-heading--links" >Play Academy</h2> </a> </li> <div class="navbar--second-tier-column-explore-content"> <p class="only-visible-large">Get online training, targeted for every stage of your business growth.</p> <a href="https://playacademy.withgoogle.com/" class="nav-item-link only-visible-large js-data-layer" data-category="Learning - Play Academy - Navigation Header list" data-action="Click" data-label="Learn more" target="_blank" rel="noreferrer noopener" > Learn more </a> </div> </ul> </div> <div class="navbar--second-tier-column only-visible-large navbar--second-tier-with-desc-col"> <ul> <li class="navbar--second-tier-column-title"> <h2 id="subnav-heading" class="callout-heading--links" >Insights</h2> </li> <div class="navbar--second-tier-column-explore-content"> <p class="only-visible-large">Find the most impactful reports and insights to drive your app growth.</p> <a href="/console/about/gamegenrereports/" class="nav-item-link only-visible-large js-data-layer" data-category="Learning - Insights - Navigation Header list" data-action="Click" data-label="Learn more" > Learn more </a> </div> </ul> </div> <div class="navbar--second-tier-column only-visible-mobile navbar--second-tier-with-desc-col"> <ul> <li class="navbar--second-tier-column-title"> <a href="/console/about/gamegenrereports/"> <h2 id="subnav-heading" class="callout-heading--links" >Insights</h2> </a> </li> <div class="navbar--second-tier-column-explore-content"> <p class="only-visible-large">Find the most impactful reports and insights to drive your app growth.</p> <a href="/console/about/gamegenrereports/" class="nav-item-link only-visible-large js-data-layer" data-category="Learning - Insights - Navigation Header list" data-action="Click" data-label="Learn more" > Learn more </a> </div> </ul> </div> <div class="navbar--second-tier-column only-visible-large navbar--second-tier-with-desc-col"> <ul> <li class="navbar--second-tier-column-title"> <h2 id="subnav-heading" class="callout-heading--links" >Case studies</h2> </li> <div class="navbar--second-tier-column-explore-content"> <p class="only-visible-large">See real-world stories and businesses thriving on Google Play.</p> <a href="/console/about/case-studies/" class="nav-item-link only-visible-large js-data-layer" data-category="Learning - 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WeArePlay - Navigation Header list" data-action="Click" data-label="Learn More" > Learn more </a> </div> </ul> </div> <div class="navbar--second-tier-column only-visible-mobile navbar--second-tier-with-desc-col"> <ul> <li class="navbar--second-tier-column-title"> <a href="/console/about/weareplay/"> <h2 id="subnav-heading" class="callout-heading--links" >#WeArePlay</h2> </a> </li> <div class="navbar--second-tier-column-explore-content"> <p class="only-visible-large">Learn about the global community building amazing apps on Google Play.</p> <a href="/console/about/weareplay/" class="nav-item-link only-visible-large js-data-layer" data-category="Learning - WeArePlay - Navigation Header list" data-action="Click" data-label="Learn More" > Learn more </a> </div> </ul> </div> </div> </div> </div> </div> </li> <li id="programs-nav" class="navbar-item navbar-item-search has-chevron"> <button data-category="Internal Header link - Navigation bar" data-action="Click" data-label="Programs" aria-controls="programs-subnav" aria-haspopup="true" aria-label="Programs" class="navbar-subnav-trigger-home js-data-layer"> Programs <svg xmlns="http://www.w3.org/2000/svg" role="img" alt="Programs"> <use xlink:href="/console/about/static/imgs/console-icons.svg#mi-chevron"></use> </svg> </button> <div class="navbar--second-tier" id="programs-subnav"> <div class="navbar--second-tier-wrapper"> <div class="navbar--second-tier-items-section"> <a class="navbar-logo-drawer only-visible-mobile" href="/console/about/"> <span class="navbar-logo--full only-visible-mobile"><img alt="Google Play" src="https://kstatic.googleusercontent.com/files/f337e8499384d4d1b1d87a7148fb23760ee71c387b5933c9aa3657ce04a6aa1bfb9aef5a7551a641e376ce638ec03145581a39866a8701a3809113f6fe6d50c9" height="36" width="173" class="logo-img"> </span> </a><h2 id="programs" class="navbar--second-tier-title subhead--regular only-visible-mobile" > <button aria-label="Programs" class="nav-back only-visible-mobile"> <svg xmlns="http://www.w3.org/2000/svg" role="img" alt="Programs"> <use xlink:href="/console/about/static/imgs/console-icons.svg#mi-chevron"></use> </svg> </button> Programs</h2> <div class="navbar--second-tier-heading-section"> <div class="navbar--second-tier-column only-visible-large navbar--second-tier-heading-links-col"> <ul><li class="navbar--second-tier-column-title"><h2 id="subnav-heading" class="callout-heading--title" >Get involved with programs designed to support the needs of all types of businesses.</h2></li> <div class="navbar--second-tier-column-explore-content"> <p class="navbar--second-tier-links"> <span class="input-text"> <a href="/console/about/programs/" class="navbar-button js-data-layer" data-category="Programs - 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For reaching new audiences - Navigation Header list" data-action="Click" data-label="Promotional content" aria-label="Promotional content" >Promotional content </a> </li> <li class="navbar--second-tier-item"> <a href="/console/about/programs/googleplaypass/" class="nav-item-link js-data-layer" data-category="Programs - For reaching new audiences - Navigation Header list" data-action="Click" data-label="Google Play Pass" aria-label="Google Play Pass" >Google Play Pass </a> </li> <li class="navbar--second-tier-item"> <a href="/console/about/programs/googleplaypoints/" class="nav-item-link js-data-layer" data-category="Programs - For reaching new audiences - Navigation Header list" data-action="Click" data-label="Google Play Points" aria-label="Google Play Points" >Google Play Points </a> </li> </ul> </div> <div class="navbar--second-tier-column only-visible-mobile navbar--second-tier-withlinks"> <ul> <li class="navbar--second-tier-column-title"><h2 id="subnav-heading" class="callout-heading--links" >For reaching new audiences</h2></li> <li class="navbar--second-tier-item"> <a href="/console/about/programs/promotionalcontent/" class="nav-item-link js-data-layer" data-category="Programs - For reaching new audiences - Navigation Header list" data-action="Click" data-label="Promotional content" aria-label="Promotional content" >Promotional content </a> </li> <li class="navbar--second-tier-item"> <a href="/console/about/programs/googleplaypass/" class="nav-item-link js-data-layer" data-category="Programs - For reaching new audiences - Navigation Header list" data-action="Click" data-label="Google Play Pass" aria-label="Google Play Pass" >Google Play Pass </a> </li> <li class="navbar--second-tier-item"> <a href="/console/about/programs/googleplaypoints/" class="nav-item-link js-data-layer" data-category="Programs - For reaching new audiences - Navigation Header list" data-action="Click" data-label="Google Play Points" aria-label="Google Play Points" >Google Play Points </a> </li> </ul> </div> <div class="navbar--second-tier-column only-visible-large navbar--second-tier-withlinks"> <ul> <li class="navbar--second-tier-column-title nav-with-icon"> <span><h2 id="subnav-heading" class="callout-heading--links" >For games</h2></span> </li> <li class="navbar--second-tier-item"> <a href="/console/about/programs/indiegames/" class="nav-item-link js-data-layer" data-category="Programs - For games - Navigation Header list" data-action="Click" data-label="Indie Games" aria-label="Indie Games" >Indie Games </a> </li> <li class="navbar--second-tier-item"> <a href="/console/about/programs/highfidelitygames/" class="nav-item-link js-data-layer" data-category="Programs - For games - Navigation Header list" data-action="Click" data-label="High fidelity games" aria-label="High fidelity games" >High fidelity games </a> </li> <li class="navbar--second-tier-item"> <a href="/console/about/programs/partnerprogram/" class="nav-item-link js-data-layer" data-category="Programs - For games - Navigation Header list" data-action="Click" data-label="Google Play Partner Program for Games" aria-label="Google Play Partner Program for Games" >Google Play Partner Program for Games </a> </li> <li class="navbar--second-tier-item"> <a href="https://play.google/changethegame/" class="nav-item-link js-data-layer" data-category="Programs - For games - Navigation Header list" data-action="Click" data-label="Change the game" target="_blank" rel="noreferrer noopener" aria-label="Change the game" >Change the game </a> </li> </ul> </div> <div class="navbar--second-tier-column only-visible-mobile navbar--second-tier-withlinks"> <ul> <li class="navbar--second-tier-column-title"><h2 id="subnav-heading" class="callout-heading--links" >For games</h2></li> <li class="navbar--second-tier-item"> <a href="/console/about/programs/indiegames/" class="nav-item-link js-data-layer" data-category="Programs - For games - Navigation Header list" data-action="Click" data-label="Indie Games" aria-label="Indie Games" >Indie Games </a> </li> <li class="navbar--second-tier-item"> <a href="/console/about/programs/highfidelitygames/" class="nav-item-link js-data-layer" data-category="Programs - For games - Navigation Header list" data-action="Click" data-label="High fidelity games" aria-label="High fidelity games" >High fidelity games </a> </li> <li class="navbar--second-tier-item"> <a href="/console/about/programs/partnerprogram/" class="nav-item-link js-data-layer" data-category="Programs - For games - Navigation Header list" data-action="Click" data-label="Google Play Partner Program for Games" aria-label="Google Play Partner Program for Games" >Google Play Partner Program for Games </a> </li> <li class="navbar--second-tier-item"> <a href="https://play.google/changethegame/" class="nav-item-link js-data-layer" data-category="Programs - For games - Navigation Header list" data-action="Click" data-label="Change the game" target="_blank" rel="noreferrer noopener" aria-label="Change the game" >Change the game </a> </li> </ul> </div> <div class="navbar--second-tier-column only-visible-large navbar--second-tier-withlinks"> <ul> <li class="navbar--second-tier-column-title nav-with-icon"> <span><h2 id="subnav-heading" class="callout-heading--links" >For childrens’ apps</h2></span> </li> <li class="navbar--second-tier-item"> <a href="/console/about/programs/teacherapproved/" class="nav-item-link js-data-layer" data-category="Programs - For childrens’ apps - Navigation Header list" data-action="Click" data-label="Teacher approved" aria-label="Teacher approved" >Teacher approved </a> </li> </ul> </div> <div class="navbar--second-tier-column only-visible-mobile navbar--second-tier-withlinks"> <ul> <li class="navbar--second-tier-column-title"><h2 id="subnav-heading" class="callout-heading--links" >For childrens’ apps</h2></li> <li class="navbar--second-tier-item"> <a href="/console/about/programs/teacherapproved/" class="nav-item-link js-data-layer" data-category="Programs - For childrens’ apps - Navigation Header list" data-action="Click" data-label="Teacher approved" aria-label="Teacher approved" >Teacher approved </a> </li> </ul> </div> <div class="navbar--second-tier-column only-visible-large navbar--second-tier-withlinks"> <ul> <li class="navbar--second-tier-column-title nav-with-icon"> <span><h2 id="subnav-heading" class="callout-heading--links" >For content and media apps</h2></span> </li> <li class="navbar--second-tier-item"> <a href="/console/about/programs/mediaprogram/" class="nav-item-link js-data-layer" data-category="Programs - 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Console CTA" data-action="Click" data-label="Go to Play Console" >Go to Play Console</a> </div> </div> </div> </div> </header> <main id="a11y-main"> <section class="hero hero-generic "> <div class="hero-generic__copy grid"> <h1 id="mikan-grows-lifetime-value-after-subscription-tests" class="hero-topic-heading header-display" >mikan grows lifetime value after subscription tests</h1> <p class="hero-generic-text">Learn how testing with Firebase Remote Config reveals surprising user preference.</p> </div> <div class="hero-generic__visual hero-generic__visual--image "> <div class="hero-generic__app--wrapper hero-generic__visual--with-icon"> <picture> <source type="image/webp" srcset="https://lh3.googleusercontent.com/Mxp75WXRQ1ybPDHFcbsdCFDtBmWw2TWxe0YQH_5fntrqWP_m4Z5M0K9WI5xczQZNKKquJqwEgUp1Duux10QG0qZZRL-1x6Kbz-l2Da36xsLpEqPOb-j7=s1000-rw"> <source type="image/jpg" srcset="https://lh3.googleusercontent.com/Mxp75WXRQ1ybPDHFcbsdCFDtBmWw2TWxe0YQH_5fntrqWP_m4Z5M0K9WI5xczQZNKKquJqwEgUp1Duux10QG0qZZRL-1x6Kbz-l2Da36xsLpEqPOb-j7=s1000"> <img role="presentation" src="https://lh3.googleusercontent.com/Mxp75WXRQ1ybPDHFcbsdCFDtBmWw2TWxe0YQH_5fntrqWP_m4Z5M0K9WI5xczQZNKKquJqwEgUp1Duux10QG0qZZRL-1x6Kbz-l2Da36xsLpEqPOb-j7=s1000" > </picture> <div class="hero-decoration hero-decoration-generic--1"> <svg xmlns="http://www.w3.org/2000/svg" role="presentation" class="hero-decoration--icon" aria-hidden="true"> <use xlink:href="/console/about/static/imgs/console-icons.svg#decor-hero-landing-5"></use> </svg> <svg xmlns="http://www.w3.org/2000/svg" role="presentation" class="hero-decoration--icon" aria-hidden="true"> <use xlink:href="/console/about/static/imgs/console-icons.svg#decor-hero-landing-2"></use> </svg> <svg xmlns="http://www.w3.org/2000/svg" role="presentation" class="hero-decoration--icon" aria-hidden="true"> <use xlink:href="/console/about/static/imgs/console-icons.svg#decor-hero-landing-6"></use> </svg> </div> </div> </div> </section> <section class="flexible-content grid "> <div class="flexible-content-wrapper"> <h2 id="background" class="heading-md flexible-content-heading heading-linkable" >Background <div class="heading-link-container"> <a class="heading-link" href="#background" aria-label="Copy link to this section" data-tooltip-text="Copy link to this section" data-toast-text="Copied to clipboard"> <svg xmlns="http://www.w3.org/2000/svg" role="presentation" aria-hidden="true" height="24" width="24" viewBox="0 0 24 24" > <use xlink:href="/console/about/static/imgs/console-icons.svg#mi-linkable"></use> </svg> </a> </div> </h2> <div class="content-item"> <p><a href="https://play.google.com/store/apps/dev?id=5191553041166816059&hl=en">mikan</a> is a Japanese startup with the mission to make 100 million people bilingual. To reach this goal, they have created a series of over 15 learning apps. When they launched in 2014, their first English vocabulary learning app achieved over 100,000 downloads in just three days. However, sustaining growth and attaining their business goals through monetization has been a challenge for mikan.</p><p>After taking a trial-and-error approach to optimizing their monetization, they decided to start A/B testing on Android using Firebase Remote Config. Their goal was to find the price and subscription period that appealed most to their users.</p> </div> </div></section> <section class="flexible-content grid "> <div class="flexible-content-wrapper"> <h2 id="what-they-did" class="heading-md flexible-content-heading heading-linkable" >What they did <div class="heading-link-container"> <a class="heading-link" href="#what-they-did" aria-label="Copy link to this section" data-tooltip-text="Copy link to this section" data-toast-text="Copied to clipboard"> <svg xmlns="http://www.w3.org/2000/svg" role="presentation" aria-hidden="true" height="24" width="24" viewBox="0 0 24 24" > <use xlink:href="/console/about/static/imgs/console-icons.svg#mi-linkable"></use> </svg> </a> </div> </h2> <div class="content-item"> <p>Originally, mikan provided only a monthly subscription. With the goal of getting better annual recurring revenue, mikan tested three subscription plans: monthly, semi-annual, and annual.</p><p>Using the features of Google Play Billing and Firebase, mikan created their tests in just 2 weeks. Also, their users did not need to download any new features through Google Play, as Firebase Remote Config enabled mikan to change the app’s UI and UX easily without changing the app code.</p><p>mikan also modified the subscription page. Rather than explaining the benefits of the subscription, the new subscription page focused on giving users the option to select one of the subscription plans.</p><p>Before launching the test, expectations for the annual plan were low because of its cost when compared to the monthly plan price.</p> </div> </div></section> <section class="flexible-content grid "> <div class="flexible-content-wrapper"> <h2 id="results" class="heading-md flexible-content-heading heading-linkable" >Results <div class="heading-link-container"> <a class="heading-link" href="#results" aria-label="Copy link to this section" data-tooltip-text="Copy link to this section" data-toast-text="Copied to clipboard"> <svg xmlns="http://www.w3.org/2000/svg" role="presentation" aria-hidden="true" height="24" width="24" viewBox="0 0 24 24" > <use xlink:href="/console/about/static/imgs/console-icons.svg#mi-linkable"></use> </svg> </a> </div> </h2> <div class="content-item"> <p>The test saw an increase in conversion rate of over 100% and a positive impact on lifetime value (LTV). mikan also found that 75% of users purchased a subscription within 30 days of registering. But, to mikan’s surprise, it was annual subscriptions that contributed most to these improvements.</p><p>“<em>We got great results from the tests in just one and a half months, much faster than expected. I could not believe this achievement, the number [of annual subscriptions] was more than we had expected. At first, we thought that this test would give a negative result [for annual subscriptions], but the result was totally the opposite</em>,” Kazumasa Takaoka, CEO and co-founder of mikan Co., Ltd.</p><p>After 40 days of testing and analysis, mikan rolled the tested UI and subscription plans out to all Android users. In the 18 months since completing these tests, more than 70% of users have opted for an annual subscription, generating a stable source of income.</p> </div> </div></section> <section class="flexible-content grid "> <div class="flexible-content-wrapper"> <h2 id="the-benefits-of-testing" class="heading-md flexible-content-heading heading-linkable" >The benefits of testing <div class="heading-link-container"> <a class="heading-link" href="#the-benefits-of-testing" aria-label="Copy link to this section" data-tooltip-text="Copy link to this section" data-toast-text="Copied to clipboard"> <svg xmlns="http://www.w3.org/2000/svg" role="presentation" aria-hidden="true" height="24" width="24" viewBox="0 0 24 24" > <use xlink:href="/console/about/static/imgs/console-icons.svg#mi-linkable"></use> </svg> </a> </div> </h2> <div class="content-item"> <p>Perhaps the most important outcome from this test was that the team at mikan learned that their trial and error approach to monetization was not ideal. Testing gave them the right answer - an answer they were unlikely to have found by trial and error, as it was contrary to their expectations.</p><p>While it is possible to learn winning patterns from best practices, only well-designed tests and thorough analysis of the resulting data will reveal the truth about user expectations and behavior. The team at mikan believes that anyone can get great results by running tests using Google Play and Firebase.</p> </div> </div></section> <section class="flexible-content grid "> <div class="flexible-content-wrapper"> <h2 id="get-started" class="heading-md flexible-content-heading heading-linkable" >Get started <div class="heading-link-container"> <a class="heading-link" href="#get-started" aria-label="Copy link to this section" data-tooltip-text="Copy link to this section" data-toast-text="Copied to clipboard"> <svg xmlns="http://www.w3.org/2000/svg" role="presentation" aria-hidden="true" height="24" width="24" viewBox="0 0 24 24" > <use xlink:href="/console/about/static/imgs/console-icons.svg#mi-linkable"></use> </svg> </a> </div> </h2> <div class="content-item"> <p>Learn more about how to add <a href="https://developer.android.com/google/play/billing/subscriptions" rel="noopener noreferrer" target="_blank"> subscription-specific features</a> to your app and use <a 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