“the first actual like big experiment that we had was like the onboarding paywall and I think it accounts for most of the trial even today”

Move paywall to end of onboarding first — it drives most trials

Mojo's first meaningful monetization experiment was simply moving the paywall to the end of onboarding rather than deep in the app. Apple's App Store team flagged this directly — the paywall was not being shown early enough. This single placement change now accounts for the majority of Mojo's trials. Before iterating on paywall design or pricing, get the position right.