A lot of it was just trying the wrong things to convert users to customers. Giving away too much for free or not enough, things like that. I can see the graph change directions when different strategies were at play.
Not jumping on the IAP train fast enough was probably the stand-out one. Over time, it seemed like people got used to buying via IAP and almost resisted doing anything else. Sometimes it was as simple as being afraid they'd have to start over with their data if they purchased a whole different app (they wouldn't).
I think its important to let people pay when they are ready with as little friction as possible. If you have the friction of returning to the App Store, you will lose a lot of them in the process.
Not jumping on the IAP train fast enough was probably the stand-out one. Over time, it seemed like people got used to buying via IAP and almost resisted doing anything else. Sometimes it was as simple as being afraid they'd have to start over with their data if they purchased a whole different app (they wouldn't).
I think its important to let people pay when they are ready with as little friction as possible. If you have the friction of returning to the App Store, you will lose a lot of them in the process.