“We didn't really see much of a change in conversion rate so we kept on increasing the price and we kept on making the app better and better.”

Eight price points $10/mo → $180/yr with no conversion drop

MySwimPro walked pricing through roughly eight different price points over the years, starting at $10/month, then $100/year, $120, and eventually $180. Each bump coincided with shipping more product value, and conversion stayed stable — proof that perceived value, not the headline number, is what gates upgrades. Most apps underprice by default.