--- schema: 1 type: video title: He Spent $1M on A/B Tests. Here's What Won. description: >- In this episode, Moonly's founder Vitaliy Urban shares every experiment that won — and every one that failed. Moonly bootstrapped to $20M in revenue. Today, it has 10M users, and 40% of the people who install it from an ad end up paying. That took hundreds of experiments a month, for six years, at a cost of over $1M. And most of what won goes against the advice we've all been repeating. ───────────────────── About our guest ───────────────────── Vitaliy Urban is the founder of Moonly, an astrology app he bootstrapped to $20M in revenue with no investors. Over 6 years, he's run thousands of A/B tests on onboarding, paywalls and pricing. Today, Moonly has 10M users. Before Moonly, he built 5 B2C companies, including Soul, an AI therapist he launched in 2023, three years before the category existed. Moonly: https://apps.apple.com/us/app/moonly-moon-phases-calendar/id1489889871 Moonly on Mobbin: https://mobbin.com/apps/moonly-ios-6e065143-033e-42d4-97a0-dfbcb795e32e/9b979db9-170f-40cc-ac80-627c18acbf39/screens ───────────────────── Discover real-world design inspiration on Mobbin.com ───────────────────── Featuring over 600,000 screens, 322,000 flows, and 1,000 apps, Mobbin is the world's largest UI & UX reference library of fully searchable mobile & web screenshots. https://www.instagram.com/mobbindesign https://x.com/mobbin Mobbin Magazine: https://mobbin.com/blog ───────────────────── Chapters ───────────────────── 00:00 He spent $1M on A/B tests 00:27 "Keep your onboarding short" 01:27 How they designed their attribution engine 02:15 How they personalize the first session 03:03 "Get featured by Apple" 03:45 "You need login" 05:17 "Use contextual paywalls" 08:53 "Price based on value" 10:14 "Give users a free trial" 11:12 4 things that worked well for them 11:37 This moved the needle most 12:13 Add-ons 13:07 Alternative billing 14:05 Managing A/B tests at scale 14:36 Advice for app founders canonical: >- https://liquidgold.cc/channel/mobbindesign/explore/video/he-spent-1m-on-a-b-tests-here-s-what-won-d6b4a57475a2 markdown: >- https://liquidgold.cc/channel/mobbindesign/video/he-spent-1m-on-a-b-tests-here-s-what-won-d6b4a57475a2.md llms: null parent: 'https://liquidgold.cc/channel/mobbindesign.md' channel: mobbindesign updated: '2026-10-24T17:33:02.745Z' language: null children: - >- https://liquidgold.cc/channel/mobbindesign/topic/onboarding-flow-design-ngflowdesign.md - >- https://liquidgold.cc/channel/mobbindesign/topic/paywall-design-and-conversion-patterns-gnconversion.md - >- https://liquidgold.cc/channel/mobbindesign/topic/pricing-and-paywall-experimentation-lexperiments.md videoId: qK7WYCMvjUw durationSeconds: 960 publishedAt: '2026-09-09T13:17:17.000Z' searchChunks: - ordinal: 0 text: null startSeconds: 0 endSeconds: 11 watch: 'https://liquidgold.cc/watch/qK7WYCMvjUw?t=0' heldReason: rights - ordinal: 1 text: null startSeconds: 11 endSeconds: 34 watch: 'https://liquidgold.cc/watch/qK7WYCMvjUw?t=11' heldReason: rights - ordinal: 2 text: null startSeconds: 34 endSeconds: 46 watch: 'https://liquidgold.cc/watch/qK7WYCMvjUw?t=34' heldReason: rights - ordinal: 3 text: null startSeconds: 46 endSeconds: 91 watch: 'https://liquidgold.cc/watch/qK7WYCMvjUw?t=46' heldReason: rights - ordinal: 4 text: null startSeconds: 46 endSeconds: 91 watch: 'https://liquidgold.cc/watch/qK7WYCMvjUw?t=46' heldReason: rights - ordinal: 5 text: null startSeconds: 91 endSeconds: 103 watch: 'https://liquidgold.cc/watch/qK7WYCMvjUw?t=91' heldReason: rights - ordinal: 6 text: null startSeconds: 103 endSeconds: 137 watch: 'https://liquidgold.cc/watch/qK7WYCMvjUw?t=103' heldReason: rights - ordinal: 7 text: null startSeconds: 103 endSeconds: 137 watch: 'https://liquidgold.cc/watch/qK7WYCMvjUw?t=103' heldReason: rights - ordinal: 8 text: null startSeconds: 148 endSeconds: 183 watch: 'https://liquidgold.cc/watch/qK7WYCMvjUw?t=148' heldReason: rights - ordinal: 9 text: null startSeconds: 183 endSeconds: 195 watch: 'https://liquidgold.cc/watch/qK7WYCMvjUw?t=183' heldReason: rights - ordinal: 10 text: null startSeconds: 237 endSeconds: 323 watch: 'https://liquidgold.cc/watch/qK7WYCMvjUw?t=237' heldReason: rights - ordinal: 11 text: null startSeconds: 334 endSeconds: 538 watch: 'https://liquidgold.cc/watch/qK7WYCMvjUw?t=334' heldReason: rights - ordinal: 12 text: null startSeconds: 334 endSeconds: 538 watch: 'https://liquidgold.cc/watch/qK7WYCMvjUw?t=334' heldReason: rights - ordinal: 13 text: null startSeconds: 334 endSeconds: 538 watch: 'https://liquidgold.cc/watch/qK7WYCMvjUw?t=334' heldReason: rights - ordinal: 14 text: null startSeconds: 549 endSeconds: 618 watch: 'https://liquidgold.cc/watch/qK7WYCMvjUw?t=549' heldReason: rights - ordinal: 15 text: null startSeconds: 549 endSeconds: 618 watch: 'https://liquidgold.cc/watch/qK7WYCMvjUw?t=549' heldReason: rights - ordinal: 16 text: null startSeconds: 629 endSeconds: 677 watch: 'https://liquidgold.cc/watch/qK7WYCMvjUw?t=629' heldReason: rights - ordinal: 17 text: null startSeconds: 677 endSeconds: 689 watch: 'https://liquidgold.cc/watch/qK7WYCMvjUw?t=677' heldReason: rights - ordinal: 18 text: null startSeconds: 699 endSeconds: 711 watch: 'https://liquidgold.cc/watch/qK7WYCMvjUw?t=699' heldReason: rights - ordinal: 19 text: null startSeconds: 735 endSeconds: 747 watch: 'https://liquidgold.cc/watch/qK7WYCMvjUw?t=735' heldReason: rights - ordinal: 20 text: null startSeconds: 801 endSeconds: 845 watch: 'https://liquidgold.cc/watch/qK7WYCMvjUw?t=801' heldReason: rights - ordinal: 21 text: null startSeconds: 856 endSeconds: 877 watch: 'https://liquidgold.cc/watch/qK7WYCMvjUw?t=856' heldReason: rights - ordinal: 22 text: null startSeconds: 888 endSeconds: 960 watch: 'https://liquidgold.cc/watch/qK7WYCMvjUw?t=888' heldReason: rights --- # He Spent $1M on A/B Tests. Here's What Won. In this episode, Moonly's founder Vitaliy Urban shares every experiment that won — and every one that failed. Moonly bootstrapped to $20M in revenue. Today, it has 10M users, and 40% of the people who install it from an ad end up paying. That took hundreds of experiments a month, for six years, at a cost of over $1M. And most of what won goes against the advice we've all been repeating. ───────────────────── About our guest ───────────────────── Vitaliy Urban is the founder of Moonly, an astrology app he bootstrapped to $20M in revenue with no investors. Over 6 years, he's run thousands of A/B tests on onboarding, paywalls and pricing. Today, Moonly has 10M users. Before Moonly, he built 5 B2C companies, including Soul, an AI therapist he launched in 2023, three years before the category existed. Moonly: https://apps.apple.com/us/app/moonly-moon-phases-calendar/id1489889871 Moonly on Mobbin: https://mobbin.com/apps/moonly-ios-6e065143-033e-42d4-97a0-dfbcb795e32e/9b979db9-170f-40cc-ac80-627c18acbf39/screens ───────────────────── Discover real-world design inspiration on Mobbin.com ───────────────────── Featuring over 600,000 screens, 322,000 flows, and 1,000 apps, Mobbin is the world's largest UI & UX reference library of fully searchable mobile & web screenshots. https://www.instagram.com/mobbindesign https://x.com/mobbin Mobbin Magazine: https://mobbin.com/blog ───────────────────── Chapters ───────────────────── 00:00 He spent $1M on A/B tests 00:27 "Keep your onboarding short" 01:27 How they designed their attribution engine 02:15 How they personalize the first session 03:03 "Get featured by Apple" 03:45 "You need login" 05:17 "Use contextual paywalls" 08:53 "Price based on value" 10:14 "Give users a free trial" 11:12 4 things that worked well for them 11:37 This moved the needle most 12:13 Add-ons 13:07 Alternative billing 14:05 Managing A/B tests at scale 14:36 Advice for app founders Canonical: https://liquidgold.cc/channel/mobbindesign/explore/video/he-spent-1m-on-a-b-tests-here-s-what-won-d6b4a57475a2 · Channel: [Mobbin](https://liquidgold.cc/channel/mobbindesign.md) ## Related topics - [Onboarding Flow Design](https://liquidgold.cc/channel/mobbindesign/topic/onboarding-flow-design-ngflowdesign.md) - [Paywall Design and Conversion Patterns](https://liquidgold.cc/channel/mobbindesign/topic/paywall-design-and-conversion-patterns-gnconversion.md) - [Pricing and Paywall Experimentation](https://liquidgold.cc/channel/mobbindesign/topic/pricing-and-paywall-experimentation-lexperiments.md) > Search chunk text is held until public-source provenance is verified. ## Document chunks > Missing: no stored document chunks are available.