Three plans with yearly as best offer: about +20% ARPU
Commentary byLiftArchiveOur analysis, not theirsAdding a weekly plan and marking yearly as the best offer raised ARPU by about 20% and conversion to paid by over 50%.
Rash ID, an AI skin condition app, ran this 50/50 A/B test on its main paywall.
The result was published as a Superwall case study.
- ARPU: up about 20%.
- Conversion to paid: up over 50%.
- Trial starts: rose, but no number was shared.
The change
Variant adds a weekly plan and a best-offer label on yearly
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The paywall offered two plans, monthly and yearly, with no label showing which was the best offer.
Variant
The paywall offered three plans, monthly, yearly and weekly, with yearly marked as the best offer.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The weekly price likely made yearly look cheap by comparison.
- The best-offer label made the choice easier and pointed people at the plan with the most value.
- Two changes shipped together (a third plan and a label), so we can't credit the lift to either one alone.
Caveats: The variant added a plan and a best-offer label at once, so the effect of each is unknown. 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
Rash ID 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 short-term plan and mark yearly as the best offer, then ARPU will rise because the comparison makes the yearly plan look like the best value.
- Primary metric
- ARPU
- Guardrails
- Trial-to-paid conversion
- Share of buyers on weekly
- Refunds
- Who should test it
- Apps showing two plans with no clear recommendation. It may not help if your weekly plan would steal buyers from yearly instead of anchoring it.
Questions
Will a third plan confuse users?
Rash ID worried about that too. Here, the extra option lifted trial starts and paid conversion, but a clear best-offer label likely helped.
Which change drove the lift: the plan or the badge?
We can't tell, because both shipped together. To find out, test the badge on its own first.
Should the weekly plan be cheap or expensive?
The prices weren't shared. As an anchor, a weekly plan works best when its yearly cost looks high next to the annual plan.
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