Premium Plus
Premium+ was introduced as a new subscription tier designed to optimize subscriber revenue while enhancing the value proposition for power users. Building on existing premium offerings, the tier bundles high-impact features such as unlimited read receipts, 15 weekly SuperLikes, a monthly Rush Hour Boost token, and Priority Likes to increase visibility and engagement. Positioned as a top-tier experience, Premium+ aims to drive incremental conversion and uplift overall subscription revenue, with projections estimating an additional $436K annually following a full rollout beginning in August.
Context
To optimize subscriber revenue and expand the premium offering, OkCupid introduced a third subscription tier designed to deliver incremental value beyond existing plans. This new tier is anchored by high-impact features, including unlimited read receipts, five weekly SuperLikes, and a monthly auto SuperBoost, aimed at increasing visibility, engagement, and overall user success on the platform.
Goal
- Increase revenue by driving 3rd tier FTS and Premium to 3rd tier upgrades
- Measure both the initial experiment and any follow-up iterations using just FTS as the success metric and mostly ignore any renewal data:
- 3 weeks of FTS data for initial feature introduction (per the finance team expectations we need to meet before end of year)
- 3 weeks of FTS data for each set of iterations if we want to tweak the feature sets
Impact
Product Snapshots
