Learning from UX Failures: The Impact on Paywall Conversion and Revenue

On the podcast we talk with Bruno about putting customers ahead of metrics, why there’s still massive opportunity to build successful apps today, and how a server crash turned into an accidentally successful A/B test.

Top Takeaways:
📈 The app ecosystem still holds massive opportunities
Developers often assume the app market is saturated, but it continues to evolve with new possibilities. Technologies like AI, AR, and better hardware create untapped opportunities for developers who are willing to innovate. Even in mature categories, developers can find success by solving specific user problems and offering unique value. Genius Scan’s long journey from a dorm-room project to a 5M MAU business shows that with the right focus, developers can still thrive in the app economy.

💡 Putting customers ahead of metrics builds better businesses
Focusing on user needs over short-term KPIs creates stronger, longer-lasting businesses. Genius Scan avoids manipulative monetization tactics, instead building trust through transparent pricing and responsive support. By prioritizing the customer experience, the team has cultivated loyalty and word-of-mouth growth, proving that a people-first approach can lead to sustainable success.

🎯 Simplified pricing boosts revenue without hurting adoption
Bold pricing experiments can yield surprising results. When Genius Scan consolidated its subscription offerings by removing the lower-priced tier, the number of daily purchases remained the same, but revenue tripled as users gravitated toward the higher-tier option. This proves that users value premium offerings when they deliver meaningful value. Streamlining pricing not only simplifies decisions for customers but also creates opportunities for businesses to maximize revenue while maintaining adoption.

🚀 Small changes can drive big results in app performance
An accidental server crash led Genius Scan to discover that simpler banner text converted twice as well as their original messaging. By intentionally testing the change, they uncovered a small tweak with outsized results. This underscores the power of continuous experimentation—businesses can uncover growth opportunities by testing everything from messaging to UX design.

🔍 Bootstrapped success proves apps can thrive without funding
Indie developers can compete with tech giants by delivering specialized features that go beyond the basics offered by platform-native tools. Genius Scan, with its advanced scanning and export functionality, demonstrates how bootstrapped businesses can thrive by solving real problems for specific audiences. Building a sustainable business doesn’t always require outside funding—it requires focus, persistence, and delivering meaningful value to users.

About Bruno Virlet

🚀 Co-founder of Genius Scan, one of the earliest and best scanning apps for smartphones, bringing advanced document scanning to millions of users worldwide.

📄 Bruno Virlet started Genius Scan with his roommate as a fun side project during their time at the University of Illinois, turning a simple idea into a 15-year journey of bootstrapped success.

💡 “We didn’t want to be entrepreneurs—we just wanted to build something useful. It was about creating an app we’d want to use ourselves. That’s still the ethos driving us today.”

🔧 Through continuous experimentation (even accidental A/B tests!), Bruno has grown Genius Scan to 5 million monthly active users—all while staying true to a customer-first approach.

👋  LinkedIn

Resources:

• The Grizzly Labs
• Genius Scan

Follow us on X: 

• David Barnard - @drbarnard
• Jacob Eiting - @jeiting
• RevenueCat - @RevenueCat
• SubClub - @SubClubHQ

Episode Highlights:

[00:00] The Genius Scan journey begins: How a side project in a university dorm room grew into one of the most successful scanning apps with 5 million monthly active users.

[02:09] Pivoting early: The original idea was scanning paintings in museums, but technical and market constraints led to a shift toward document scanning.

[05:38] A stroke of luck: How a canceled trip and a refund led Bruno to buy a MacBook and develop the first version of Genius Scan in just six weeks.

[07:26] App Store beginnings: Launching Genius Scan as a free app in 2010 and watching it skyrocket in the rankings before experimenting with monetization.

[13:45] Competing with tech giants: How Genius Scan stays relevant and competitive despite Apple and Google introducing native scanning features.

[19:50] Customer-first philosophy: Why Genius Scan focuses on user experience and avoids dark patterns, keeping features accessible without sacrificing long-term user trust.

[26:43] Experimenting with subscriptions: The shift from one-time purchases to subscription models, and how removing a lower-tier option increased revenue without affecting conversion.

[43:56] The accidental A/B test: A server issue revealed how minor changes in paywall text and presentation doubled conversions.

[50:05] Learning from feedback: How staying close to users through direct support drives product improvements and reinforces customer loyalty.

[57:45] Building a company for the long term: Bruno reflects on balancing growth, profitability, and personal priorities, emphasizing the value of independence and sustainable success.