# Pricier plan listed first on the paywall: both plans sold more

- Outcome: Won
- Page type: Paywall (App)
- Elements: Plans
- Date shared: 2024-05
- Test run by: [Microsoft 365](https://liftarchive.com/practitioners/microsoft-365/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.revenuecat.com/blog/growth/the-experiments-that-have-really-worked-are-very-bare-bones-ramit-arora-microsoft/
- Page: https://liftarchive.com/test/microsoft-365-expensive-plan-first/

Microsoft 365 moved its more expensive plan to the top of its app paywall as the default, and both plans sold more, the cheaper personal plan most of all. Ramit Arora of the Microsoft 365 team shared it in a Sub Club podcast write-up on the RevenueCat blog. No numbers were given.

## Result

**Both plans sold more, the personal plan much more**

- Subscriptions sold: both plans sold more after the reorder. No figures were shared.
- Personal plan: it sold a lot more, by Ramit Arora's account, even though it moved down the list.
- Revenue per user, sample size and test length were not shared.

## Control

The paywall listed the personal plan first.

## Variant

The more expensive plan was listed first and set as the default, with the personal plan below it.

## Why it likely won (our reading)

- Seeing the pricier plan first set a high anchor, so the personal plan felt like a good deal.
- Some users likely took the premium plan simply because it was the default they saw first.
- Ramit Arora's reading: people who balked at the expensive default felt more sure about buying the cheaper one.

## Caveats

No numbers, sample size or duration were shared; the result comes from an interview recap on the RevenueCat blog.

## How to run this test

- Hypothesis: If we list our most expensive plan first and make it the default, then total plan purchases will rise because the cheaper plan looks like better value next to it.
- Primary metric: Paywall conversion rate (purchases per paywall view)
- Guardrail: Proceeds per user
- Guardrail: Plan mix
- Guardrail: Refund rate
- Who should test it: Apps with two or more tiers, such as personal and family or standard and premium. It fits less well when one plan is far cheaper than any other, since the gap may just put people off.

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Credit: Microsoft 365 ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/microsoft-365-expensive-plan-first/).
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.