# Pricing tests that moved users to annual plans: +207% LTV

- Outcome: Won
- Page type: Paywall (App)
- Elements: Plans
- Test run by: [dub](https://liftarchive.com/practitioners/dub/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.revenuecat.com/customers/dub-app/
- Page: https://liftarchive.com/test/dub-shift-to-annual-plans/

A series of pricing tests that shifted subscribers from monthly toward annual plans raised LTV by 207% for dub, a retail investing app. dub ran the tests, and the outcome was published as a RevenueCat customer story.

## Result

**+207% LTV**

- LTV rose 207% after the shift toward annual plans.
- This is the outcome of several pricing tests together, not one A/B test.
- dub also ran win-back offers in the same period, including a discounted annual switch for monthly users trying to cancel, which may have added to the LTV gain.

## Control

dub's pricing left it with a mix of monthly and annual subscribers.

## Variant

dub tested several pricing tiers, subscription models and paywall designs, and moved toward annual plans. The individual variants were not described.

## Why it likely won (our reading)

- Annual plans collect a year of revenue up front and remove eleven monthly chances to cancel.
- An investing app pays off over time, so a yearly commitment fits how users get value.
- Because several changes shipped, we cannot say which one drove the lift.

## Caveats

Bundled: the 207% comes from a series of pricing and paywall tests whose variants were not described. It was published by RevenueCat, which sells the experiments tool used, and sample size and duration were not shared.

## How to run this test

- Hypothesis: If we make the annual plan the main offer on the paywall, then LTV will rise because more users pay for a year up front and fewer churn monthly.
- Primary metric: LTV per paying user
- Guardrail: Paywall conversion
- Guardrail: Refund rate on annual plans
- Guardrail: Renewal rate at year one
- Who should test it: Apps whose value builds over months, such as finance, health or learning apps. Apps with short, one-off use may lose too many buyers when monthly is pushed down.

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Credit: dub ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/dub-shift-to-annual-plans/).
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.