# Credit packs hidden on the paywall: +14% subscription revenue

- Outcome: Won
- Page type: Paywall (App)
- Elements: Plans
- Date shared: 2026-01
- Test run by: [Mojo](https://liftarchive.com/practitioners/mojo/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://superwall.com/case-studies/mojo
- Page: https://liftarchive.com/test/mojo-hide-credit-packs/

Mojo 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.

## Result

**+14% new subscription revenue**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Paywall drop-off rate
- Guardrail: Total revenue including one-off purchases
- Guardrail: 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.

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Credit: Mojo ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/mojo-hide-credit-packs/).
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.