“We experimented with a ton of different numbers from $4.99 all the way up to $19.99 a month. $12.49 had the highest LTV lift. That's been the base subscription price since then for the last probably two years or so — and it's still winning after multiple years of looking back.”

Almost doubling the monthly price from $6.99 to $12.49 lifted LTV — and the higher price is still winning years later

Reading.com's first act after gaining access to RevenueCat's Experiments feature was to run a full price ladder from $4.99 to $19.99. The winning price was nearly double the launch price, and longitudinal cohort analysis confirmed it wasn't a short-term anomaly: two years later $12.49 still outperforms on realized LTV. The lesson is that initial pricing is almost always a guess — and systematic testing quickly uncovers significant unrealized value even for products with strong word-of-mouth dynamics.