The paywall is the most important conversion point in your subscription app. Even small improvements in paywall conversion rate compound into significant revenue gains. Here are 19 A/B tests to try.
Pricing and Plan Structure
1. No Payment Due Now
Test removing payment friction by offering the first trial period completely free, with no credit card required. This can increase conversion but may increase churn if users don't feel committed.
2. Trial Timeline View
Show a visual timeline of the trial period: "7 days of your 7-day trial remaining." This creates a sense of urgency and reminds users their trial is ending.
3. "Try for $0.00" CTA
Instead of "Start Free Trial," use "Try for $0.00" or "Try Free." The explicit $0.00 emphasizes that there's no charge today.
4. Show Annual Broken Down
Instead of showing the yearly price as a single number, break it down: "$99.99/year (or $8.33/month)." This makes the annual plan feel more affordable.
5. Compare to Physical Item
Frame your price relative to something users understand: "Less than a cup of coffee per day" or "The price of one gym membership." This reframes the perceived value.
6. 50% Off Annual vs. Monthly
Test the discount depth for annual plans. Is 50% off annual vs. monthly the right ratio? Try 40% or 60% and see if you improve conversion or revenue.
7. Uneven Discount Percentages
Instead of round numbers (25%, 50%), test asymmetric discounts (43%, 67%). These feel more credible than round discounts and can perform better.
8. Trial Toggle
Give users an option to pay upfront without a trial, or start a trial first. Some users prefer to pay immediately if they're confident in the product.
9. Comparison Table
Use a feature comparison table showing what's included in free vs. paid. This helps users understand what they're paying for.
Messaging and Copy
10. Personalized Title Copy
Instead of a generic headline, personalize based on how the user came to the paywall. If they were searching "sleep", your headline might be "Sleep better tonight" vs. a generic "Unlock Premium."
11. Exit Offer
When a user tries to close the paywall, offer a special incentive: "Wait! Get 50% off your first month." This can save users who were on the fence.
12. Video Paywall
Add a short video (15-30 seconds) showing app features or customer testimonials on the paywall. Video can increase engagement and credibility.
13. Reassurance Text on CTA
Instead of just "Subscribe," use "Subscribe - Cancel Anytime" or "Subscribe - 7-Day Money Back Guarantee." Reduce perceived risk at the point of conversion.
Social Proof and Trust
14. Commitment Prompt
Before showing the paywall, ask "Are you ready to unlock premium?" or have users rate their interest ("How interested are you?"). This pre-commits them emotionally to the purchase.
15. Secured by Apple
Show "Secure payment via Apple" or "Processed securely by Apple Pay." This reassures iOS users about payment security.
16. "Cancel Anytime"
Explicitly state "Cancel anytime" or "No commitment required" on the paywall. Reducing perceived lock-in can increase conversion.
17. Before/After Screen
Show a side-by-side comparison of app experience without premium vs. with premium. Make the value difference visually obvious.
18. Reviews and Ratings
Display prominent app store reviews or star ratings on the paywall. User testimonials are powerful social proof.
19. Urgency / Limited Offer
Add scarcity or time-bound offers: "50% off - offer ends in 24 hours" or "Only 3 spots left at this price." This can drive faster decisions.
Testing Methodology
When running paywall tests:
- Split traffic 50/50 between control and variant
- Run for at least 7-14 days to account for day-of-week variation
- Measure conversion rate (% who see paywall and subscribe)
- Monitor 7-day churn to ensure higher conversion doesn't hurt retention
- Calculate 13-month revenue impact to see if the winner actually increases long-term revenue
Learn More
Check out the data from Tammy Taw's presentation on different pricing tactics here to see real-world examples of paywall experiments from successful apps.
Conclusion
Not every test will win. A good rule of thumb is that 20-30% of paywall tests result in improvements. But even a few wins per quarter compound into significant revenue gains.
Start with tests that address your biggest bottleneck. If your conversion rate is low, focus on messaging and social proof. If you're leaving money on the table with low AOV, focus on pricing structure and psychological tactics.
Run tests continuously. The paywall is where revenue is made or lost in subscription apps, so it deserves your attention and experimentation.
