NordVPN Case Study

Scaling NordVPN, a Global VPN Provider

Company Overview

NordVPN is a virtual private network (VPN) service, provider. It protects internet traffic with cutting-edge security technologies, ensuring strong and reliable encryption between your device and a VPN server. It has desktop applications for Windows, macOS, and Linux, mobile applications for Android and iOS, as well as an application for Android TV. YouAppi worked together with NordVPN to scale and monetize its VPN service app.

Challenge

Increasing Installations and the Purchase Rate

YouAppi’s goals with NordVPN were to scale the number of app installations that could lead to service trials and increase the purchase rate. YouAppi worked incrementally over the course of several months targeting potential NordVPN audiences and converting them into paying users. After intense effort and thoughtful strategies in place a year and a half later, we really hit our stride and settled on great solutions.

Solution

Gaining Win-Win Opportunities with Free Trial Incentives

Through a tried-and-true process, we tested ways to achieve scale for NordVPN. First, we started on a tCPA basis with a free trial optimizing on purchase. Then, we tested a worldwide and paid-on-purchase campaign. Eventually, we pushed free trial campaigns to USA and Germany. Finally, we reached the optimal solution: YouAppi pays for free trial campaigns across our partners’ networks globally, and NordVPN is paying at each purchase event (Cost Per Action campaign). It’s a win-win! 

Also, we applied a few sets of creatives to the campaigns, and the biggest help was adding videos. Other keys to the success of these campaigns were flexibility and control. YouAppi executed campaigns with flexibility to shift the KPIs and geo-targets based on the changing business priorities of NordVPN.

“YouAppi has been very responsive and worked together with us closely to gain paying users. Because of frequent communications with YouAppi and their regular reporting, we had the control to shift our app advertising goals and match our business needs.” – Will Sheeman, Mobile Affiliate Coordinator

Results

Raising the Bar for Purchase Rates and Monthly Scale 

YouAppi was able to scale from approximately $1,000 per month in transactions to close to $10,000 per month consistently for almost six months now. We have achieved the 20% free trial to purchase rate KPI. We hope to continually improve this KPI and develop others over time.