01
Growth mapping
I map your funnel, data, market and past experiments to identify the highest potential impact and fastest path to results.
Your paywall is leaking revenue
Purchase intent starts in onboarding. The paywall captures it. I optimise the journey between the two to increase conversion and MRR.
Why isn’t your app growing?
1
You forgot about the onboarding
You’ve focused on the paywall, while the moments that create purchase intent happen earlier in the onboarding.
2
You’re not testing the placement
Even a high-converting paywall can underperform when it appears at the wrong moment in the user journey.
3
You’re not learning from the experiments
A/B testing shouldn’t just produce winners and losers. Each experiment should build a clearer understanding of what drives conversion.
4
You’re ending onboarding at the paywall
A non-converting user isn’t necessarily lost. What happens after the paywall can create another opportunity to convert.
The Growth Framework
Your paywall gets the attention, but conversion is shaped long before users see it. I identify and test the friction points across onboarding and paywalls that are holding back trial starts, paid conversion and MRR.
02
Build & experiment
I turn those opportunities into focused A/B tests across onboarding, paywalls, messaging, offers, timing and placement.
03
Optimise the full funnel
I optimise what happens before, during and after the paywall to turn more intent into conversion, and to recover users who don’t convert.
04
Learn & compound
Every experiment creates a new insight that shapes the next one, continuously improving conversion, LTV and MRR.
The business mind behind your growth experiments
Sofia Mateo · Product Designer & Growth Strategist
I’ve spent years working across business, markets, marketing, product and growth, solving different problems for different businesses and mentoring 150+ entrepreneurs along the way. That’s how I learned to separate signal from noise and understand what really deserves attention.
I bring all of those lenses into subscription app growth, with 100+ experiments driven and hundreds of onboarding flows, paywalls and conversion funnels analysed. I look at what the business needs, what the data says, what users respond to, and what the product can change to drive conversion and revenue.
Choose how you want to test
Single Experiment
$900per experiment
Test one high-impact conversion opportunity.
- One onboarding or paywall experiment
- Hypothesis + success metric
- Figma variant + developer-ready spec
- Result analysis
Success warrantyIf it doesn’t win on the agreed metrics, I run the next experiment for free.
Run an experimentExperiment LoopMost popular
$2,000per month
Continuously optimise conversion and revenue.
- Revenue audit + experiment roadmap
- Up to 3 experiments per month
- Onboarding + paywall optimisation
- Statistical analysis + compounding learnings
- Monthly strategy call + async support
Always onOne experiment is always running, one is ready to go.
Start the loopPayments secured by Stripe
Founders who ran the experiments
Two of the apps where this work moved the number, in their words.
“When Sofia joined us, only about 10% of our users were converting to paid. The root issue was something we hadn’t seen ourselves: we were asking users to subscribe before they’d experienced any real value. She redesigned onboarding around a personalised questionnaire, introduced an aha moment before the paywall, then restructured the paywall itself. She didn’t just redesign screens. She changed how we think about when and why users pay.”
Travel DiariesFounder“From day one she asked the right questions, challenged assumptions when needed, and took ownership of the project. After implementing her proposal, our A/B test showed a 17% increase in initial conversion rate, which translated to a huge uplift in our MRR. I really recommend her.”
Good questions. I’ve got answers
Who do you work with?
Subscription apps past 10,000 downloads and $15,000 a month, because the loop needs real conversion data to run on.
My app is smaller than that. Can I still work with you?
Yes. Experiment by experiment instead of the loop. We run one, wait for the data, and decide the next one. No retainer and no monthly support, so it costs you less, and you still get the part that’s hard to buy: knowing what’s worth testing next. I’ll help you build the numbers, and I’ll tell you when you have enough traction to move to the loop.
What tools do you use?
I’m agnostic. I work with whatever you already have. RevenueCat, Superwall or Adapty for the paywall. Mixpanel, PostHog or Amplitude for events.
Do you replace my designer or growth person?
No. Your designer keeps the product. I take the screens where the money is decided.
Most product designers are excellent at craft, and that’s why your app looks the way it does. What usually isn’t anyone’s job is asking what a screen has to earn. That’s my part, and it doesn’t cost you a sprint on the roadmap. You get Figma your developer builds from, so nothing queues behind me.
Should I test onboarding or the paywall first?
We look for the biggest win for the least time and work. That’s usually onboarding, so we’ll probably start there, because the paywall only converts whoever onboarding sends it.
The exception is when your paywall-view to trial-start rate is far below your category. Then the screen itself is the problem.
Do you implement the experiment, or does my developer?
I design and spec it; your developer ships it. You get a Figma variant your team can build without a clarifying call, plus the hypothesis, the success metric and the guardrails written down before anything goes live. I read the result and tell you what it means.
I don’t write Swift or React Native. That’s deliberate. It’s what keeps the turnaround fast and the price where it is.
How long until I see results?
Month one runs the revenue audit and your first experiment in parallel. How fast you get a readable answer depends on your traffic. I’ll tell you what to expect before you start, not after. By month four you’ll have a clear picture of what moves your numbers and what doesn’t.
What if an experiment doesn’t win?
Then we’ve learned something about your users, and based on the conclusions I will run the next experiment free. Either way you win.
Can I cancel anytime?
Yes. Month to month, no lock-in. I ask for 15 days’ notice before the next billing cycle.
That said, this compounds. The value of month three depends on what months one and two learned, so leaving early means leaving before the system has had time to work.
I’ll tell you which experiment to run next, and why
Thirty minutes on your onboarding and paywall. You leave knowing the three highest-leverage tests for your app and whether you have the traffic to prove them. If we are not the right fit I will say so on the call.
Available for projects
+You
Let’s talk
Send me your App Store link, plus anything else you want me to look at.
Check my app →No commitment. I’ll tell you if it’s a fit.