a single source, nothing corroborates it

Sell the upgrade to people who already bought

Existing owners are the warmest buyers a new edition has, and a deep upgrade discount converts a meaningful share of them within a day. Make the top tier's upgrade free and let lower tier owners pay only the difference, so nobody feels penalised for having bought early. Attaching a store credit to upgrades taken in the first day compresses the whole window into one push.

The method

1. 01

   Give previous-edition owners a deep upgrade discount instead of asking full price again

2. 02

   Make the new edition a free upgrade for top-tier owners, and let lower-tier owners pay only the difference to the old price

3. 03

   Attach a store credit to upgrades taken in the first 24 hours to compress the upgrade window

What it returned

• 166

  166 of 1,152 first-edition owners upgraded within 24 hours at 70% off, 14% of them, contributing $7,649, or 21% of launch revenue

• $99

  Complete package owners upgraded free; a buyer of the $99 package could move up for $99

• $50

  An extra $50 credit for anyone upgrading within the first 24 hours

Sources

• $36,297 in 24 hours: behind the scenes of The App Design Handbook launchNathan Barry · nathanbarry.com · Upgrades · 2013-11-11
• Authority launches tomorrow morningNathan Barry · nathanbarry.com · Let's talk upgrades · 2015-05-26