This post is part of the TOC podcast series, which we’ll be featuring here on Radar in the coming months.
In a recent interview with O’Reilly publisher Joe Wikert, Nelson Saba, CEO of Immersion Digital, talked about his company’s Glo Bible app. The app has a free version and a $49.99 upgrade to a premium version. Saba said he was pleasantly surprised at the upgrade conversion success, saying that they experience a 7 to 13% conversion rate, and that the freemium model isn’t as much of a struggle as publishers might think.
When you get very good conversion ratios, all of a sudden you find yourself in the business of promoting free downloads, which is much easier than selling a product … Conversion ratios are a function of platform, country, price point — for each country in a certain platform, by adjusting the price you can get good conversion ratios … you also should have multiple in-app upgrades because different upgrades will resonate more with different platforms. Once you hit a conversion ratio that you like, you can bet that that’s going to stay steady despite the volume of downloads … but it varies a lot from platform to platform. [Discussed at the 6:10 mark.]
For more on the success of the Glo Bible app and how modern technology can be used to enhance even timeless content, you can view the interview below.