Annual plan added next to monthly: +80% proceeds per user
Commentary byLiftArchiveOur analysis, not theirsAdding a discounted annual plan next to the monthly plan raised proceeds per user by 80% and trial conversion by 22%.
Preu AI, a university entrance exam prep app in Chile, ran this A/B test on its paywall.
The result was published as a Superwall case study.
- Proceeds per user: up 80% in the variant.
- Trial conversion rate: up 22%.
- Plan mix (how many picked annual) was not shared.
The change
Variant adds a discounted annual plan beside monthly
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The paywall offered one monthly plan with a "Try Free" button.
Variant
The paywall kept the monthly plan and added an annual plan, described as priced at 60% of the monthly price. Exact prices were not shared.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The annual price likely made the monthly plan look expensive. That pushed buyers toward the bigger plan.
- Exam prep runs for months, so a yearly commitment fits how students actually use the app.
- Giving people a choice of plans, not just one, may have made more of them buy.
Caveats: Sample size, test length, exact prices and confidence were not shared. Superwall sells the paywall testing tool used here and published this result, so it may lean positive.
Who ran it
Preu AI 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 add a discounted annual plan next to our monthly plan, then proceeds per user will rise because the annual price makes the yearly commitment look like the better deal.
- Primary metric
- Proceeds per user
- Guardrails
- Trial-to-paid conversion
- Refund rate on annual plans
- Monthly plan conversion
- Who should test it
- Apps with a single plan and a use case that lasts months, like study or fitness goals. It may not fit apps people only need for a few weeks.
Questions
Should we remove the monthly plan once annual wins?
Preu AI kept monthly in the variant. The monthly plan is what makes the annual price look good, so removing it is a separate test.
How big should the annual discount be?
Preu AI's exact prices were not shared. Test a couple of discount levels and watch proceeds per user, not just plan mix.
Does this hurt trial starts?
Not here: trial conversion rose 22%. Track it anyway, because a second plan adds a choice to make.