# Yearly plan only on the paywall: +15–20 pts yearly share

- Outcome: Won
- Page type: Paywall (App)
- Elements: Plans
- Date shared: 2023
- Test run by: [Mojo](https://liftarchive.com/practitioners/mojo/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.revenuecat.com/blog/growth/mojo-60-percent-arpu-growth-five-months/
- Page: https://liftarchive.com/test/mojo-yearly-only-default-plan/

Showing 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.

## Result

**+15–20 percentage points in yearly share**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Paywall-to-trial or paywall-to-paid conversion
- Guardrail: Cancellation rate in the first 7 days
- Guardrail: 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.

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Credit: Mojo ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/mojo-yearly-only-default-plan/).
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.