# Annual price cut from $59.99 to $44.99: +10% ARPU

- Outcome: Won
- Page type: Paywall (App)
- Elements: Pricing
- Date shared: 2025-12
- Test run by: [SellRaze](https://liftarchive.com/practitioners/sellraze/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://superwall.com/case-studies/sellraze
- Page: https://liftarchive.com/test/sellraze-lower-annual-price/

Cutting the annual plan from $59.99 to $44.99 raised ARPU by 10%. SellRaze, an AI reselling app, ran this A/B test on its paywall, and the result was published as a Superwall case study. The monthly price, the 3-day free trial and the copy stayed the same.

## Result

**+10% ARPU**

- ARPU: up 10% at $44.99.
- Conversion rate and plan mix were not shared, but the lower price brought in enough extra buyers to more than make up for the cut.

## Control

The paywall showed the annual plan at $59.99 per year, next to a monthly plan and a 3-day free trial.

## Variant

The annual plan was priced at $44.99 per year. Everything else stayed the same.

## Why it likely won (our reading)

- A lower annual price likely made the yearly plan feel easier to say yes to.
- A bigger gap between monthly and annual pricing may have moved more buyers to annual.
- Only the annual price changed, so the result is a clean read on price.

## Caveats

Sample size, test length, conversion rates 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 lower our annual price, then ARPU will rise because more users will subscribe and make up for the lower price.
- Primary metric: ARPU
- Guardrail: Annual plan share
- Guardrail: Trial-to-paid conversion
- Guardrail: Monthly plan conversion
- Who should test it: Apps whose annual plan converts poorly, with users who may be price-sensitive. If your users already buy annual easily, a price cut may just lose money.

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Credit: SellRaze ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/sellraze-lower-annual-price/).
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.