# Price doubled to $9.99 with a new feature: better revenue overall

- Outcome: Won
- Page type: Paywall (App)
- Elements: Pricing
- Date shared: 2025-05
- Test run by: [TalkingParents](https://liftarchive.com/practitioners/talkingparents/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.revenuecat.com/blog/growth/how-to-raise-app-prices-effectively/
- Page: https://liftarchive.com/test/talkingparents-price-doubled-with-feature/

TalkingParents doubled its tier price from $4.99 to $9.99 and launched transcribed calls with it, and the change paid off overall even though about a quarter of customers churned. CEO Vince Mayfield shared it on the Sub Club podcast, and it was written up on the RevenueCat blog. It was a price rise for everyone, not a split test.

## Result

**About a quarter of customers churned; better financially overall**

- Price rose 100%, from $4.99 to $9.99.
- Around a quarter of the customer base churned at first. This is a negative signal worth planning for.
- Despite the churn, the company says it came out better financially. No revenue figure was shared.
- Later, TalkingParents added a higher tier at $24.99.

## Control

The co-parenting app's paid tier cost $4.99.

## Variant

The same tier cost $9.99 and came with a new feature: transcribed, accountable calls between parents.

## Why it likely won (our reading)

- Call transcripts matter to parents who may need proof of communication in legal cases, so the new feature justified the price.
- The feature had a real cost to run, and users could see why the price went up.
- When price doubles, revenue can grow even if a large share of customers leaves.

## Caveats

Before-after: the price rose for all users at once, so there is no control group, and the new feature launched at the same time. Exact revenue change and timing were not shared.

## How to run this test

- Hypothesis: If we raise the price alongside a feature users value, then revenue will rise because the extra value offsets the price and limits churn.
- Primary metric: Revenue per paywall view (new users) and total MRR (existing users)
- Guardrail: Churn of existing subscribers
- Guardrail: Paywall conversion for new users
- Guardrail: Refund requests and support tickets
- Who should test it: Apps that are clearly underpriced, with strong retention and a meaningful new feature to launch. It is risky for apps with weak retention or price-sensitive users who respond well to discounts.

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Credit: TalkingParents ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/talkingparents-price-doubled-with-feature/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.