Plan mix (annual, monthly, weekly) A/B tests
18 A/B tests with real results, shared by the apps, agencies and tools that ran them.
A
→B
Monthly 1.21% vs weekly 1.63% vs weekly with trial 2.29%
Weekly plan with a free trial vs monthly
PaywallPlan mix (annual, monthly, weekly)AEZAKMI Group
A
→B
+16% paying customers
Weekly plan instead of monthly on the paywall
PaywallPlan mix (annual, monthly, weekly)Pixelcut
A
→B
+207% LTV
Pricing tests that moved users to annual plans
PaywallPlan mix (annual, monthly, weekly)dub
A
→B
+14% new subscription revenue
Credit packs hidden on the paywall
PaywallPlan mix (annual, monthly, weekly)Mojo
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
LTV per paying customer $35–40 → over $60 in one month
No free trial and six paid tiers
PaywallFree trialDavid Vargas
A
→B
+80% proceeds per user; +22% trial conversion
Annual plan added next to monthly
PaywallPlan mix (annual, monthly, weekly)Preu AI
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
+31% install-to-trial; +64% revenue
Short paywall with two plans for a party game
PaywallFree trialVahe Baghdasaryan
A
→B
+15–20 percentage points in yearly share
Yearly plan only on the paywall
PaywallPlan mix (annual, monthly, weekly)Mojo
A
→B
+75% LTV per user
Hard paywall to freemium with a multistep paywall
PaywallFree tier and freemiumPhil Carter
A
→B
Weekly revenue about $2,500 → over $5,300
Free-trial toggle set to off
PaywallFree trialAdam Lyttle
A
→B
Both plans sold more, the personal plan much more
Pricier plan listed first on the paywall
PaywallPlan mix (annual, monthly, weekly)Microsoft 365
A
→B
D90 ARPU $2.23 → $2.89 (+30%)
$1.99 paid 30-day trial instead of monthly
PaywallFree trialVahe Baghdasaryan
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
6.3% → 5.9% conversion to paying
Adding a 30%-off web option next to IAP
PaywallPaywall discount and offer
RevenueCat
RevenueCatA
→B
Lost on conversion and proceeds per user
Yearly plan only on the paywall
PaywallPlan mix (annual, monthly, weekly)Stardust
A
→B
Lost on conversion and proceeds per user
Yearly first, other plans in a 'More Pricing' drawer
PaywallPlan mix (annual, monthly, weekly)Stardust