From Free to Paid: Monetizing a Non-Advertising-Based App
Cao first author. A large randomised field experiment with an app firm tested pricing strategy, a pay-or-churn paywall against continuing to offer free limited services, alongside product design, whether paying users receive exclusive secondary offerings, with a second field experiment and a survey added for mechanism. The app is not advertising funded and the outcome is subscription conversion rather than usage. The indexed abstract is garbled at the sentence reporting the main result.
Cao first author. A large randomised field experiment with an app firm tested pricing strategy, a pay-or-churn paywall against continuing to offer free limited services, alongside product design, whether paying users receive exclusive secondary offerings, with a second field experiment and a survey added for mechanism. The app is not advertising funded and the outcome is subscription conversion rather than usage. The indexed abstract is garbled at the sentence reporting the main result.
Written from the abstract read 2026-10-18.
What our sources record
Recorded when this source was checked, figures included, with page references and quotation marks removed.
Cao, J., Chintagunta, P. K., & Li, S. (2023). From Free to Paid: Monetizing a Non-Advertising-Based App. Journal of Marketing Research, 60(4), 707-727. doi:10.1177/00222437221131562.