# Higher price tier on Planner 5D's paywall: +83% ARPU

- Outcome: Won
- Page type: Paywall (App)
- Elements: Pricing
- Date shared: 2026-01
- Test run by: [Planner 5D](https://liftarchive.com/practitioners/planner-5d/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://superwall.com/case-studies/planner-5d
- Page: https://liftarchive.com/test/planner-5d-three-price-tiers/

Planner 5D tested its current price against two higher price tiers, and the highest tier lifted ARPU by 83% over the control. Planner 5D, an interior design app, ran this A/B/C test on its paywall, and the result was published as a Superwall case study. The actual price levels were not shared.

## Result

**+83% ARPU for the highest tier**

- ARPU: the highest price tier earned 83% more per user than the control.
- Middle tier: its result was not shared.
- Conversion rate and trial-to-paid at each tier were not shared, so we can't tell how many fewer people bought at the top price.

## Control

The existing paywall at the current price. The design stressed access to a large library of customizable furniture items.

## Variant

Two variants used the same paywall design but showed higher prices. Each group of users saw only one of the three price tiers.

## Why it likely won (our reading)

- The app was likely underpriced for what it offers. Fewer buyers at a higher price can still bring in more money per user.
- People planning a home project may care less about price than people buying a casual app.
- Only the price changed, so the gap in ARPU points to price alone.

## Caveats

The price levels, sample size, test length and confidence were not shared. Superwall sells the paywall testing tool used here and published this result, so it may lean positive.

## How to run this test

- Hypothesis: If we raise our subscription price on the same paywall design, then ARPU will rise because our users value the product more than the current price suggests.
- Primary metric: ARPU (or proceeds per user) per test group
- Guardrail: Trial start rate
- Guardrail: Trial-to-paid conversion
- Guardrail: Refunds and early churn
- Who should test it: Apps with a clear, high-value use case and steady paywall traffic. It's riskier for apps in crowded, price-sensitive categories, or with too little traffic to split into three groups.

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Credit: Planner 5D ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/planner-5d-three-price-tiers/).
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.