Weekly price from $6.99 to $9.99: +47.5% proceeds per user
Commentary byLiftArchiveOur analysis, not theirsRaising the weekly price from $6.99 to $9.99 lifted proceeds per user by 47.5%.
PropGPT, a sports betting insights app, ran this A/B test on its paywall, and the result was published as a Superwall case study.
Images and copy stayed the same, so price was the only change.
- Proceeds per user: up 47.5% at $9.99.
- Conversion rate: the drop was described as minimal, but no number was shared.
The change
Same paywall; weekly price raised from $6.99 to $9.99
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The paywall showed the existing weekly price of $6.99.
Variant
The paywall showed $9.99 per week, a 43% increase, with the same images and copy.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Users pay for betting insights they hope will earn them money. That likely makes them less price-sensitive.
- A small conversion drop at a 43% higher price leaves much more revenue per user.
- Only price changed, so the result is a clean read on price sensitivity.
Caveats: The conversion drop, 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.
Who ran it
PropGPT 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 raise our weekly price, then proceeds per user will rise because our users value the product enough that few will drop off.
- Primary metric
- Proceeds per user
- Guardrails
- Paywall conversion rate
- Weekly renewal rate
- Refunds
- Who should test it
- Apps on weekly plans whose users see direct value, like money or results. It's riskier in categories where users can easily switch to a cheaper app.
Questions
How big a price jump should we test?
PropGPT tested 43%. A big jump gives a clear signal faster, but tests a smaller step too if your category is price-sensitive.
What if conversion drops a lot?
Judge the test on proceeds per user, not conversion alone.
A lower conversion rate can still win if each buyer pays enough more.
Do weekly price rises hurt renewals?
The case study didn't report renewals. Track weekly renewal and churn for several weeks before you roll it out to everyone.