# Yearly first, other plans in a 'More Pricing' drawer: lost

- Outcome: Lost
- Page type: Paywall (App)
- Elements: Plans, 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-more-pricing-drawer/

Leading with the yearly plan and hiding the weekly plan behind a "More Pricing" drawer lost on both paywall conversion and proceeds per user. Stardust, a cycle and pregnancy tracking app, ran this test on its paywall. The case study was published on the Superwall blog.

## Result

**Lost on conversion and proceeds per user**

- Paywall conversion: lower than control (negative). Exact figures were not shared.
- Proceeds per user: lower than control (negative). Exact figures were not shared.
- In the same test, a third variant that showed only the yearly plan also lost on both metrics.
- The winner of this test added a discount percentage on the yearly plan and weekly equivalent pricing: +50% conversion and +62.5% proceeds per user.

## Control

The paywall showed both plans plainly: $24.99 per year and $2.99 per week, with price and duration only.

## Variant

The paywall led with the yearly plan. Users had to tap a "More Pricing" button to open a drawer that showed both options. Prices stayed the same.

## Why it likely lost (our reading)

- Hiding the cheaper plan adds a tap. Some users who wanted a low-commitment option may have left instead of looking for it.
- With only one price in view, users had nothing to compare the yearly plan against, so it may have looked less like a deal.
- The winning variant did the opposite: it kept both plans visible and made the yearly saving explicit.

## Caveats

No numbers were shared for this variant, only that it lost. Superwall published this and also sells the paywall tool used, so the write-up may lean positive.

## How to run this test

- Hypothesis: If we lead with the yearly plan and put other plans behind a 'More Pricing' tap, then more users will pick yearly because the default is clearer.
- Primary metric: Proceeds per paywall viewer
- Guardrail: Paywall conversion
- Guardrail: Yearly plan share
- Guardrail: Trial-to-paid
- Who should test it: Apps with a strong yearly plan and many plan options that clutter the paywall. With only two plans, this test suggests keeping both visible and showing the yearly saving instead.

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Credit: Stardust ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/stardust-more-pricing-drawer/).
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.