# Discount badge and weekly-equivalent price: +50% conversion

- Outcome: Won
- Page type: Paywall (App)
- Elements: Discounts, Pricing
- Date shared: 2024-09
- Test run by: [Stardust](https://liftarchive.com/practitioners/stardust/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://superwall.com/blog/how-stardust-increased-ios-app-revenue-by-4x-in-six-weeks
- Page: https://liftarchive.com/test/stardust-discount-badge-weekly-equivalent/

Adding a discount percentage and a weekly-equivalent price to the yearly plan lifted paywall conversion by 50% and proceeds per user by 62.5%. Stardust, a cycle and pregnancy tracking app, ran this test, written up on the Superwall blog. Prices stayed at $24.99 per year and $2.99 per week.

## Result

**+50% conversion; +62.5% proceeds per user; yearly share +30%**

- Paywall conversion: +50%.
- Proceeds per user: +62.5%, driven by more users choosing the yearly plan.
- Yearly share: new yearly subscriptions rose 30% as a share of sales.
- Two other variants (yearly-first with a 'More Pricing' drawer, and yearly only) lost on both conversion and proceeds per user.

## Control

A yearly plan at $24.99 and a weekly plan at $2.99, each shown with just price and duration.

## Variant

The same prices, with a discount percentage on the yearly plan and its price also shown as a weekly equivalent.

## Why it likely won (our reading)

- A weekly equivalent lets users compare the yearly plan directly with the $2.99 weekly plan.
- A discount badge makes the saving obvious without any math.
- Showing the saving shifts users toward the yearly plan, which is worth more per user.

## Caveats

Sample size, duration and confidence were not shared, and the post was written by Superwall, which sells the paywall testing tool used.

## How to run this test

- Hypothesis: If we show a discount percentage and a weekly-equivalent price on the yearly plan, then more users will pick yearly because the saving over the weekly plan is clear.
- Primary metric: Proceeds per user
- Guardrail: Paywall conversion rate
- Guardrail: Yearly plan share
- Guardrail: Refund rate
- Who should test it: Apps that sell both a short plan and a yearly plan with a real saving between them. It does little if you only sell one plan.

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Credit: Stardust ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/stardust-discount-badge-weekly-equivalent/).
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.