Mobile app A/B test results
80 subscription app A/B tests with real results, on paywalls, onboarding and retention, credited to the apps, agencies and tools that ran them.
A
→B
2.7% → 3.24% (over +20%)
Promo paywall that shows the 50% discount
PaywallPaywall discount and offerVahe Baghdasaryan
A
→B
+14% new subscription revenue
Credit packs hidden on the paywall
PaywallPlan mix (annual, monthly, weekly)Mojo
A
→B
+131% paywall conversion
7-day free trial on the $24.99 yearly plan
PaywallFree trialStardust
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
+20% ARPU; about +10% trial starts and +14% trial conversions
Onboarding rebuilt on Jobs-to-be-Done research
OnboardingOnboarding quiz and personalizationApplica
A
→B
About +50% conversion to trial; about +30% conversion to paid
Onboarding on the web before download
OnboardingTeaching.com
A
→B
Initial conversion -11.9%; net proceeds about +19.85%
Paywall CTA to web checkout
Paywall
Superwall
SuperwallA
→B
+8% install-to-paid
7-day free trial instead of 14 days
PaywallFree trialZumba
A
→B
About 10x more money
Upgrade offer in-app instead of push or email
RetentionPaywall discount and offerLose It!
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
+16% paying customers
Weekly plan instead of monthly on the paywall
PaywallPlan mix (annual, monthly, weekly)Pixelcut
A
→B
+50% upsell screen conversion
Localized upsell paywalls
PaywallApp pricePhotoroom
A
→B
+207% LTV
Pricing tests that moved users to annual plans
PaywallPlan mix (annual, monthly, weekly)dub
A
→B
2% (A) vs 8% (B) vs 15% (C) trial opt-in
Paywall before onboarding, plus a carousel
OnboardingPaywall placement and targetingRosie Hoggmascall
A
→B
Revenue 5x
Paywall moved to the start of onboarding
PaywallPaywall placement and targetingRootd
A
→B
+83% ARPU for the highest tier
Higher price tier on Planner 5D's paywall
PaywallApp pricePlanner 5D
A
→B
+47.5% proceeds per user
Weekly price from $6.99 to $9.99
PaywallApp pricePropGPT
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 +400% trial sign-ups; sign-up-to-trial 3% → 15%
Paywall in onboarding for all, plus gated reminders
PaywallPaywall placement and targetingGreg
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
+90% revenue within 12 months
Freemium dropped for paid plans with free trials
PaywallFree tier and freemiumV1 Sports
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
+80% proceeds per user; +22% trial conversion
Annual plan added next to monthly
PaywallPlan mix (annual, monthly, weekly)Preu AI
A
→B
+81% on the primary offer flow; LTV up about 20%
Half as many paywall prompts, better timed
PaywallPaywall placement and targetingWizz
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
+10% ARPU
Annual price cut from $59.99 to $44.99
PaywallApp priceSellRaze
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
Over +240% trial starts
Win-back trial offer for churned users
RetentionWin-back offerUnscripted
A
→B
+183% trial start rate
Country-tailored paywalls
PaywallApp priceDaily Horoscope
A
→B
+20% revenue
Discounted first week as an intro offer
PaywallPaywall discount and offerFlibbo
A
→B
+10% trial conversion rate
Free trial as an opt-in, not a default
PaywallFree trialLinearity Curve
A
→B
8.3% → 15.0% campaign conversion
3-day trial, then a higher weekly price
PaywallFree trialLookLab AI
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
-19% conversions; +25% proceeds per user
Yearly price 50% higher
PaywallApp priceBuyBye
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
About a quarter of customers churned; better financially overall
Price doubled to $9.99 with a new feature
PaywallApp priceTalkingParents
A
→B
Pay penetration 20% → 9%
Opal's free tier
PaywallFree tier and freemiumOpal
A
→B
Average 2.9x conversion on Android and iOS
Animated frog character paywall
PaywallPaywall designCoinStats
A
→B
Significant rise in paid subscribers
All content locked behind the subscription
PaywallFree tier and freemiumHeadspace
A
→B
+19% ARPU for the toggle paywall
Toggle paywall vs timeline paywall
PaywallFree trialFits
A
→B
+17.02% ARPU
Short paywall with trial toggle and reviews
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
+50% conversion; +62.5% proceeds per user; yearly share +30%
Discount badge and weekly-equivalent price
PaywallPaywall discount and offerStardust
A
→B
0.8% → 1.29% conversion (+61%); ARPU $0.12 → $0.14 (+16%)
Six onboarding flows tested
OnboardingOnboarding quiz and personalizationAEZAKMI Group
A
→B
+15% trial conversion; +12% ARPU; +18% 30-day retention
Goal-led onboarding and two-step paywall
OnboardingOnboarding quiz and personalizationApplica
A
→B
Slightly lower conversion; higher revenue and LTV
30-day money-back guarantee instead of a free trial
PaywallFree trialTeaching.com
A
→B
+8.3% ARPU; about +$14.7K/month proceeds (about $177K/year)
Three-tier cascading paywall offers
PaywallPaywall discount and offerSuperwall
SuperwallA
→B
Immediate conversions -25%; LTV +17%
Paywall button to a web checkout
PaywallZumba
A
→B
Trial start rate up by double digits
Longer onboarding with more questions
OnboardingOnboarding quiz and personalizationLose It!
A
→B
+31% install-to-trial; +64% revenue
Short paywall with two plans for a party game
PaywallFree trialVahe Baghdasaryan
A
→B
+45% Brazil, +26% Mexico, +8% USA
Annual plan shown as a monthly price
PaywallApp priceMojo
A
→B
+67% paywall conversion; +12.5% proceeds per user
Video background paywall
PaywallPaywall designStardust
A
→B
+72% install-to-trial
Short paywall with a review and a results stat
PaywallFree trialVahe Baghdasaryan
A
→B
Minimal drop in free-to-paid conversion
Yearly price raised 50%
PaywallApp priceMojo
A
→B
+13.6% conversion; trial-to-paid unchanged
Trial timeline paywall
PaywallFree trialStardust
A
→B
Average +15–17% ARPU across tests
'End your trial now' discount offer
PaywallPaywall discount and offerVahe Baghdasaryan
A
→B
D90 ARPU $2.23 → $2.89 (+30%)
$1.99 paid 30-day trial instead of monthly
PaywallFree trialVahe Baghdasaryan
A
→B
27.0% → 18.1% initial conversion
Web checkout only vs in-app purchase
Paywall
RevenueCat
RevenueCatA
→B
Lost on conversion and proceeds per user
Yearly plan only on the paywall
PaywallPlan mix (annual, monthly, weekly)Stardust
A
→B
More trial starts, but refunds rose by more than the gain
Hard paywall with no close button
PaywallPaywall designBoldVoice
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
Slightly more trial starts but fewer paid conversions
14-day trial vs 7-day
PaywallFree trialDaphne Tideman
A
→B
More than 50% lower subscriber conversion
Switching from hard paywall to freemium
PaywallFree tier and freemiumPhil Carter
A
→B
Small conversion dip cost more than the fees saved
Stripe web checkout instead of in-app purchase
PaywallSebastian Szturo
A
→B
6.3% → 5.9% conversion to paying
Adding a 30%-off web option next to IAP
PaywallPaywall discount and offerRevenueCat
RevenueCatA
→B
Lost on conversion and proceeds per user
Yearly first, other plans in a 'More Pricing' drawer
PaywallPlan mix (annual, monthly, weekly)Stardust
A
→B
More trial starts, but refunds rose by more than the gain
Unclosable discount offer after dismiss
PaywallPaywall discount and offerBoldVoice