Credit packs hidden on the paywall: +14% subscription revenue
Commentary byLiftArchiveOur analysis, not theirsMojo hid AI credit packs from its paywall, leaving only subscription plans, and new subscription revenue rose 14%.
The video editing app ran the A/B test with one change and no price, copy or design edits.
The case study was published by Superwall and is based on the work of Michal Parizek, who ran Mojo's paywall tests.
- New subscription revenue: +14%, from more users choosing a subscription and higher ARPPU.
- Paywall drop-off: no significant increase, so removing an option did not push users away.
- AI costs: no meaningful increase.
- The result was clear within one week.
The change
Credit packs removed so only subscription plans remain
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The existing paywall, showing subscription plans next to AI credit packs.
Variant
The same paywall with credit packs hidden, so new users saw subscription plans only. Existing subscribers could still buy credits to top up.
Why it likely won
Our reading of the result, not the practitioner's claim.
- One option turns a comparison into a simple yes or no on the subscription, which cuts decision time.
- Credit packs were pulling would-be subscribers into a cheaper, lower-LTV purchase.
- A cheap credit pack next to the subscription may have made the subscription look expensive by comparison.
Caveats: Sample size and significance were not shared, and one week is short for judging long-term revenue. Michal Parizek now works at Superwall, which sells the tool used, so the write-up may lean positive.
Who ran it
Mojo ran this test. Source: Superwall case study. The numbers are theirs; the summary and commentary on this page are ours.
How to run this test on your app
- Hypothesis
- If we remove one-off credit packs from the first paywall, then new subscription revenue will rise because users face one clear choice and can't pick the cheaper option instead.
- Primary metric
- New subscription revenue per paywall view
- Guardrails
- Paywall drop-off rate
- Total revenue including one-off purchases
- Refund rate
- Who should test it
- Apps that sell subscriptions and one-off purchases (credits, packs, lifetime) on the same paywall. It may not fit if one-off buyers are a separate group who would never subscribe.
Questions
Won't hiding credit packs lose buyers who don't want a subscription?
Mojo saw no significant rise in paywall drop-off.
Check total revenue, including one-off sales, to confirm this in your app.
Should we remove credits entirely?
Mojo kept credits for existing subscribers to top up and only removed them from the first purchase screen.
How long does a test like this need?
Mojo's result was clear within a week. Keep it running long enough to see renewals if you sell weekly or monthly plans.