Case Study: Razeware achieves 960% increase in Black Friday transactions with Paddle

How Razeware Scaled Sales by 960% with Paddle on Black Friday

Razeware, the company behind raywenderlich.com, wanted to concentrate its Black Friday efforts on higher‑margin video course subscriptions to win new customers and convert monthly subscribers to annual plans. To do this it partnered with Paddle, using Paddle’s platform for one‑time and recurring billing and its flexible subscription APIs to power purchases and control the checkout experience.

Using Paddle’s APIs, conversion‑optimized checkout, and seller guidance Razeware ran a week‑long, targeted email campaign (including an early start and a “winback” sequence) and implemented a single‑click upgrade flow via Paddle’s upgrade subscription API. The results were dramatic: Black Friday/Cyber Monday 2018 was Razeware’s biggest sales period ever — a 960% increase in transactions on Black Friday, a ~942% revenue uplift versus an average week, nearly 2,000 new and reactivated customers and over 500 monthly→annual upgrades, all enabled by Paddle.

Razeware

Chris Belanger

Editor in Chief