Paywall design A/B tests
26 A/B tests with real results, shared by the apps, agencies and tools that ran them.
A
→B
+25% trial starts; trial-to-paid about the same
One-tap trial card instead of the paywall
PaywallFree trialSlopes
A
→B
Variant B beat variant A clearly; both trended above control
10-second video preview before the paywall beat an instant paywall
PaywallPaywall design
Kovalee
KovaleeA
→B
+190% direct conversion
News-style paywall vs classic paywall
PaywallPaywall designTipStop
A
→B
About +20% ARPU; over +50% conversion to paid
Three plans with yearly as best offer
PaywallPlan mix (annual, monthly, weekly)Rash ID
A
→B
+10% onboarding conversion; +10% trial conversion
Two onboarding paywalls with a trial toggle
OnboardingFree trialRizz App
A
→B
+27% conversion; +36% proceeds
Multi-step paywall showing features first
PaywallPaywall designSpeak4Me
A
→B
About +80% revenue
Video added to the paywall
PaywallPaywall designFitnessAI
A
→B
20% → 30% conversion (+50%)
Paywall previews the first 7 days, not features
PaywallPaywall designClear 30
A
→B
+83% MRR in 30 days; +20% trial-to-paid
Paywalls picked by demographic
PaywallPaywall placement and targetingFlirt AI
A
→B
+50% conversion rate (7.3% overall)
Paywalls matched to user context
PaywallPaywall placement and targetingJourneyStamp
A
→B
+50% LTV
Two-step paywall with a day-by-day trial timeline
PaywallFree trialPepper
A
→B
+1% conversion; +5% paid user activation
Free vs Pro table on the paywall
PaywallPaywall designSymmetry
A
→B
Over +50% conversion; +64% estimated ARPU
Paywall that previews premium features
PaywallPaywall designUnchaind
A
→B
2.7% → 3.24% (over +20%)
Promo paywall that shows the 50% discount
PaywallPaywall discount and offerVahe Baghdasaryan
A
→B
+17.02% ARPU
Short paywall with trial toggle and reviews
PaywallFree trialVahe Baghdasaryan
A
→B
+31% install-to-trial; +64% revenue
Short paywall with two plans for a party game
PaywallFree trialVahe Baghdasaryan
A
→B
+72% install-to-trial
Short paywall with a review and a results stat
PaywallFree trialVahe Baghdasaryan
A
→B
+50% users seeing the paywall
Paywall before onboarding, plus video
PaywallPaywall placement and targetingJake Mor
A
→B
Significant rise in trial opt-in; trial cancellations -4%
Trial timeline paywall
PaywallFree trialMarcus Burke
A
→B
+75% LTV per user
Hard paywall to freemium with a multistep paywall
PaywallFree tier and freemiumPhil Carter
A
→B
+7% conversion to trial
Paid 30-day trial as a second offer
PaywallFree trialAhead App
A
→B
Average 2.9x conversion on Android and iOS
Animated frog character paywall
PaywallPaywall designCoinStats
A
→B
+19% ARPU for the toggle paywall
Toggle paywall vs timeline paywall
PaywallFree trialFits
A
→B
+67% paywall conversion; +12.5% proceeds per user
Video background paywall
PaywallPaywall designStardust
A
→B
Single-page converted over 16% better, with more yearly trials
Multi-page paywall flow lost to a single page by 16%+ conversion
PaywallPaywall designStompers
A
→B
More trial starts, but refunds rose by more than the gain
Hard paywall with no close button
PaywallPaywall designBoldVoice