# Country-tailored paywalls: +183% trial start rate

- Outcome: Won
- Page type: Paywall (App)
- Elements: Pricing
- Date shared: 2026-03
- Test run by: [Daily Horoscope](https://liftarchive.com/practitioners/daily-horoscope/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://superwall.com/case-studies/daily-horoscope
- Page: https://liftarchive.com/test/daily-horoscope-localized-paywalls/

Daily Horoscope replaced one generic global paywall with paywalls whose design and pricing were tailored to each country, and trial start rate rose 183%. The astrology app ran the test itself, and the result was published as a Superwall case study. Design and price changed at the same time, so the lift belongs to the package, not to either change alone.

## Result

**+183% trial start rate**

- Trial start rate: +183% for the localized paywalls versus the generic one.
- The team started from what it described as a low trial start baseline, so a large relative lift is easier to reach.
- Trial-to-paid, revenue and refunds were not shared, so the effect on paying users is unknown.

## Control

One global paywall shown to everyone, with a short text intro and a CTA at the bottom.

## Variant

Separate paywalls for different countries, segmented by language and country, each with its own design and pricing.

## Why it likely won (our reading)

- A paywall in the user's own language and cultural style may feel less foreign and more trustworthy.
- Prices matched to local buying power likely made the trial feel like a smaller risk in lower-income markets.
- The control was very sparse (text and a button), so a richer, more visual paywall may have helped on its own.

## Caveats

Design and price were changed together, so the 183% can't be split between them. No sample size, duration, countries or significance were shared. Superwall sells the paywall and testing tool used here, and its published case studies can lean positive.

## How to run this test

- Hypothesis: If we show paywalls tailored to each major country in language, design and price, then trial start rate will rise because the offer will feel more relevant and affordable to local users.
- Primary metric: Trial start rate per country
- Guardrail: Trial-to-paid conversion
- Guardrail: Proceeds per user by country
- Guardrail: Refund rate
- Who should test it: Apps with a large share of installs outside their home market and one global paywall. It matters less if most users are in one country and language.

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Credit: Daily Horoscope ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/daily-horoscope-localized-paywalls/).
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.