Free tier and freemium A/B tests
8 A/B tests with real results, shared by the apps, agencies and tools that ran them.
A
→B
About +400% trial sign-ups; sign-up-to-trial 3% → 15%
Paywall in onboarding for all, plus gated reminders
PaywallPaywall placement and targetingGreg
A
→B
+90% revenue within 12 months
Freemium dropped for paid plans with free trials
PaywallFree tier and freemiumV1 Sports
A
→B
+158% revenue; conversion 0.08% → 1.2%; ARPPU +98%
'Continue with Ads' option on a VPN paywall
PaywallFree tier and freemiumRyn VPN
A
→B
+75% LTV per user
Hard paywall to freemium with a multistep paywall
PaywallFree tier and freemiumPhil Carter
A
→B
Pay penetration 20% → 9%
Opal's free tier
PaywallFree tier and freemiumOpal
A
→B
Significant rise in paid subscribers
All content locked behind the subscription
PaywallFree tier and freemiumHeadspace
A
→B
More than 50% lower subscriber conversion
Switching from hard paywall to freemium
PaywallFree tier and freemiumPhil Carter
A
→B
More trial starts, but refunds rose by more than the gain
Hard paywall with no close button
PaywallPaywall designBoldVoice