# Weekly plan with a free trial vs monthly: 2.29% vs 1.21% conversion

- Outcome: Won
- Page type: Paywall (App)
- Elements: Plans, Free trials
- Test run by: [AEZAKMI Group](https://liftarchive.com/practitioners/aezakmi-group/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://apphud.com/blog/experiments-case-study
- Page: https://liftarchive.com/test/aezakmi-pdf-scanner-weekly-trial-vs-monthly/

A weekly subscription with a free trial converted 2.29% of users, against 1.21% for a monthly plan and 1.63% for a weekly plan without a trial. AEZAKMI Group ran this three-way test on its new PDF scanner app, and says the winner doubled app revenue. The case study was published on the Apphud blog.

## Result

**Monthly 1.21% vs weekly 1.63% vs weekly with trial 2.29%**

- Conversion to subscription: monthly 1.21%, weekly 1.63%, weekly with trial 2.29%. The trial option nearly doubled monthly.
- ARPU: the source says the weekly-trial group's ARPU was about twice the monthly group's. Exact figures are in an image, not the text.
- Revenue: AEZAKMI Group says the winning option doubled app revenue.
- Significance: Apphud says it uses a p = 0.05 threshold. Sample sizes were not shared.

## Control

The paywall offered a regular monthly subscription.

## Variant

Two variants ran at the same time: a weekly subscription (B), and a weekly subscription with a free trial (C). Prices and trial length were not given in the text.

## Why it likely won (our reading)

- A free trial removes the upfront payment, which matters in a crowded utility niche where users can try a rival app instead.
- A weekly price is a smaller number to commit to than a monthly one.
- Weekly billing collects more renewals per month from users who stay, which can lift ARPU even at a lower price.

## Caveats

Published on the blog of Apphud, which sells the experiments tool used, so it may lean positive. Sample size, duration, prices and trial length were not shared, and only one app in one niche was tested.

## How to run this test

- Hypothesis: If we replace a monthly plan with a weekly plan that starts with a free trial, then more users will subscribe and ARPU will rise, because the first commitment is free and the recurring price is smaller.
- Primary metric: ARPU per new user (including renewals), not just conversion to subscription
- Guardrail: Trial-to-paid conversion
- Guardrail: Refund rate
- Guardrail: Week-4 and week-8 renewal rate
- Who should test it: Utility apps with short, task-driven use, such as scanners or converters, where users decide fast. It fits less well for apps people use for months, where an annual plan may earn more per user.

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Credit: AEZAKMI Group ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/aezakmi-pdf-scanner-weekly-trial-vs-monthly/).
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.