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How we increased premium conversion rate from 0.25% to over 9%
B2C
Conversion
Shipped work
TL;DR
To support Heloa’s international expansion, I participated in the redesign of its premium experience to make it more discoverable and cohesive across the app.
This included branded paywall components, localized experiments in RevenueCat, and analytics setup in Posthog.
Within 90 days, premium conversions rose from 0.25% to over 9%, driving a strong uplift in subscription revenue.
TL;DR
To support Heloa’s international expansion, I participated in the redesign of its premium experience to make it more discoverable and cohesive across the app.
This included branded paywall components, localized experiments in RevenueCat, and analytics setup in Posthog.
Within 90 days, premium conversions rose from 0.25% to over 9%, driving a strong uplift in subscription revenue.
Type
B2C Mobile App
Type
B2C Mobile App
Industry
HealthTech
Team
CEO
Brand Designer
2 Engineers
Me
Context
Heloa serves thousands of young parents across Europe, helping them track health milestones and access personalized guidance.
As the company expanded internationally, it needed to improve visibility and conversion to its premium subscription.
Context
Heloa serves thousands of young parents across Europe, helping them track health milestones and access personalized guidance.
As the company expanded internationally, it needed to improve visibility and conversion to its premium subscription.
Problem
The premium offer was almost invisible within the app, resulting in less than 0.3% conversion.
Problem
The premium offer was almost invisible within the app, resulting in less than 0.3% conversion.
Goal
Increase the visibility and conversion of the premium offer, without disrupting the core free experience.
Goal
Increase the visibility and conversion of the premium offer, without disrupting the core free experience.
Research
Young parents expecting are highly motivated to make the right choices. Competitive analysis revealed common paywall and pricing patterns we could adapt for our audience.
These findings confirmed the need to surface the offer earlier in the journey, with a clearer value proposition and stronger visual hierarchy.
Research
Young parents expecting are highly motivated to make the right choices. Competitive analysis revealed common paywall and pricing patterns we could adapt for our audience.
These findings confirmed the need to surface the offer earlier in the journey, with a clearer value proposition and stronger visual hierarchy.
I researched the other actors on iOS and compared with our paywalls
Solution
We started by running experiments with localized paywalls in RevenueCat to understand which layouts and messages resonated best across markets.
To bring the offer closer to users, I added a soft purple banner to the homepage and refined the premium visuals: a new icon, branded padlock, and consistent badges across the app.
With Claude’s help, we reworked the wording to feel warmer and more trustworthy. Finally, I set up analytics to track every interaction and learn from real behavior.
Solution
We started by running experiments with localized paywalls in RevenueCat to understand which layouts and messages resonated best across markets.
To bring the offer closer to users, I added a soft purple banner to the homepage and refined the premium visuals: a new icon, branded padlock, and consistent badges across the app.
With Claude’s help, we reworked the wording to feel warmer and more trustworthy. Finally, I set up analytics to track every interaction and learn from real behavior.
There are also equivalents in English, Hindi, and Spanish.
Impact (90 days)
+9.2% premium conversion rate
Significant increase in subscription sales and revenue
By combining brand consistency, clear UX signals, and localized paywall testing, the premium experience became both more visible and more persuasive, unlocking measurable business growth.
This project also reinforced the importance of aligning monetization experiments with brand identity, not just optimizing paywalls in isolation.
Impact (90 days)
+9.2% premium conversion rate
Significant increase in subscription sales and revenue
By combining brand consistency, clear UX signals, and localized paywall testing, the premium experience became both more visible and more persuasive, unlocking measurable business growth.
This project also reinforced the importance of aligning monetization experiments with brand identity, not just optimizing paywalls in isolation.
Illustrations by Fanny Mialon, Product & Brand Designer @ Heloa. UI Kit co-created with Gautier Zimmermann (Head of Product & Design) and Fanny.
Illustrations by Fanny Mialon, Product & Brand Designer @ Heloa. UI Kit co-created with Gautier Zimmermann (Head of Product & Design) and Fanny.
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