Yearly plan only on the paywall: +15–20 pts yearly share
Commentary byLiftArchiveOur analysis, not theirsShowing only the yearly plan on the paywall, with monthly behind a "View All Plans" link, raised Mojo's yearly share of subscriptions by 15 to 20 percentage points.
Mojo, a video editing app, ran this A/B test, and Michal Parizek wrote it up on the RevenueCat blog. Cancellations rose slightly.
- Share of yearly subscriptions: up 15 to 20 percentage points.
- Cancellation rate: rose slightly. Mojo expected this, since yearly plans tend to see more cancellations and a simpler screen can lead to quicker decisions.
- Not shared: effect on total conversion, revenue, sample size or test length.
The change
The monthly plan moves off the main paywall and behind a "View All Plans" link.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The paywall showed both the yearly and the monthly plan side by side.
Variant
Only the yearly plan was shown on the main paywall. The monthly plan was still available behind a "View All Plans" link.
Why it likely won
Our reading of the result, not the practitioner's claim.
- With one plan in view, the yearly plan becomes the default, and most users go with the default.
- A single option is easier to process than a comparison, which can speed up the decision.
- Monthly stayed one tap away, so users who really wanted it could still find it.
Caveats: The two paywalls differed in more ways than the plan layout, though Mojo says follow-up tests showed moving the monthly plan was the deciding factor. Sample size and duration were not shared.
Who ran it
Mojo ran this test. Source: RevenueCat blog. The numbers are theirs; the summary and commentary on this page are ours.
How to run this test on your app
- Hypothesis
- If we show only the yearly plan on the paywall and move monthly behind a "View All Plans" link, then the yearly share of new subscriptions will rise because yearly becomes the clear default.
- Primary metric
- Share of new subscriptions on the yearly plan
- Guardrails
- Paywall-to-trial or paywall-to-paid conversion
- Cancellation rate in the first 7 days
- Projected 12-month revenue per user
- Who should test it
- Apps that sell both yearly and monthly plans and want more long-term subscribers. It may not pay off if your monthly users renew for a long time and are worth more than yearly users after cancellations.
Questions
Does hiding the monthly plan hurt conversion?
Mojo didn't share total conversion for this test, only the rise in yearly share.
Track paywall conversion as a guardrail when you test it.
Why did cancellations go up?
Mojo pointed to two reasons: yearly plans tend to have higher cancellation rates, and a simpler screen can lead to faster decisions that users later regret.
Is hiding plans allowed on the App Store?
Keeping monthly reachable through a clear link, as Mojo did, keeps all options available. Check Apple's current guidelines before you ship.