30% Increase in Conversion Rate

Project Overview

Role: Senior Product Manager (Packaging, Billing and Support team)
Company: Philo (Live TV Streaming Service)
Scope: Conversion Funnel Optimization
Team: 2 backend engineers, 1 android developer, 1 data analyst

Background

After launching the Philo app on Google platforms, we observed strong download volume but relatively low subscription conversion. At the time, users were required to complete billing outside of the native Google ecosystem, which introduced additional friction in the signup flow. To address this, my team decided to evaluate whether introducing Google Billing could improve user trust, reduce friction, and increase conversion.

Problem

Despite healthy top-of-funnel traffic, users were dropping off during the subscription flow on Google platforms. The existing billing experience created unnecessary steps and reduced confidence, limiting the number of users who successfully converted after download.

Hypothesis

If users were able to subscribe using Google Billing—leveraging a familiar, trusted, and native payment experience—then conversion rates on Google platforms would increase.

Approach

Collaborated with backend engineers and data analyst.
Launched an A/B test to measure conversion performance against the existing billing flow.
Ensured customer support readiness by aligning refund flows, troubleshooting, and user education.
Monitored conversion metrics and user feedback closely throughout the test period.

Results

Introducing Google Billing resulted in a 30% increase in conversion rate during the A/B test. The improved performance validated the hypothesis that a native and trusted billing experience significantly reduces friction for users on Google platforms. Based on these results, Google Billing was fully rolled out, leading to sustained improvements in subscription conversion and a stronger foundation for growth on Google devices.