# Free-trial toggle set to off: weekly revenue about $2.5k to $5.3k

- Outcome: Won
- Page type: Paywall (App)
- Elements: Free trials, Plans
- Date shared: 2024
- Test run by: [Adam Lyttle](https://liftarchive.com/practitioners/adam-lyttle/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.revenuecat.com/blog/growth/rip-toggle-paywall/
- Page: https://liftarchive.com/test/adam-lyttle-trial-toggle-paywall/

Adam Lyttle added a free-trial toggle to the paywalls of their indie apps, set to off with the annual plan preselected, and weekly revenue roughly doubled from about $2,500 to over $5,300. This was a before-and-after comparison, not a split test. The story was retold on the RevenueCat blog.

## Result

**Weekly revenue about $2,500 → over $5,300**

- Weekly revenue: from about $2,500 to over $5,300, roughly double. This compares periods before and after the change.
- Introductory offer conversion rate was reported at 63%, with subscription retention at 68%. No baseline was given for either.
- Sample size, time window and other changes made in the same period were not shared.

## Control

The previous paywall in Adam Lyttle's indie apps. The source does not describe it in detail.

## Variant

A paywall with a free-trial switch that started in the off position and the annual plan already selected. Turning the switch on moved the user to a weekly plan with a free trial.

## Why it likely won (our reading)

- With the switch off and annual preselected, many users tapped continue and paid upfront instead of taking a trial.
- People who wanted a trial could still get one, but on the pricier weekly plan, which raised revenue from that group too.
- The annual price looked cheaper next to the weekly option, which pulled people toward it.

## Caveats

Before-and-after numbers, not a split test, and retold by RevenueCat rather than published as test data. Since January 2026 Apple has been rejecting iOS paywalls with a free-trial toggle under guideline 3.1.2.

## How to run this test

- Hypothesis: If we add a free-trial toggle that starts off, with the annual plan preselected, then revenue per user will rise because more people pay upfront while trial seekers can still opt in.
- Primary metric: Proceeds per user
- Guardrail: Refund rate
- Guardrail: Trial-to-paid conversion
- Guardrail: Store review and rejection risk
- Who should test it: Android apps and web paywalls, where the toggle is still allowed. Don't ship it on iOS: Apple now rejects it, so test a plan picker with a trial plan or a timeline paywall there instead.

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Credit: Adam Lyttle ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/adam-lyttle-trial-toggle-paywall/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.