# 'End your trial now' discount offer: +15–17% ARPU on average

- Outcome: Won
- Page type: Paywall (App)
- Elements: Discounts, Free trials
- Date shared: 2026-07
- Test run by: [Vahe Baghdasaryan](https://liftarchive.com/practitioners/vahebagdasar/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://x.com/vahebagdasar/status/2078833798398030298
- Page: https://liftarchive.com/test/swap-your-trial-early-conversion-offer/

Offering users a discounted plan to end their free trial right away raised ARPU by 15–17% on average across several apps. Vahe Baghdasaryan's agency Tangent ran these tests for its subscription-app clients and calls the tactic "Swap Your Trial." Results were shared on X.

## Result

**Average +15–17% ARPU across tests**

- ARPU: +15–17% on average across tests at several customers.
- For one customer, about $1.2M in added annualized revenue.
- Results for individual apps, sample sizes and how many apps were tested were not shared.

## Control

A standard free trial. Users who started a trial saw no further offer during it.

## Variant

Right after starting a trial, users saw a paywall offering to swap it for a discounted paid plan now. The example in the post reads "Turn your free trial into 33% OFF FOREVER" with a "Claim your discount" button.

## Why it likely won (our reading)

- When trial-to-paid is low, locking in payment right away captures users who would have cancelled or forgotten.
- The offer appears at peak intent, seconds after the user chose to try the app.
- The tactic can backfire: if most trial users already convert, a discount just lowers what they pay. Vahe Baghdasaryan warns of this cannibalization.

## Caveats

The +15–17% is an average across several customers; per-app results and test details were not shared. Vahe Baghdasaryan says it works best when trial-to-paid is below 20%.

## How to run this test

- Hypothesis: If we offer a discounted paid plan right after a user starts a free trial, then ARPU will rise because we convert users who would have cancelled before the trial ended.
- Primary metric: ARPU
- Guardrail: Trial-to-paid
- Guardrail: Refund rate
- Guardrail: Renewal rate at year 2
- Who should test it: Apps with a free trial and trial-to-paid under 20%. Skip it or test carefully if your trial-to-paid is already strong.

---

Credit: Vahe Baghdasaryan ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/swap-your-trial-early-conversion-offer/).
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.