# Free vs Pro table on the paywall: +1% conversion, +5% activation

- Outcome: Won
- Page type: Paywall (App)
- Elements: Paywall design
- Date shared: 2025-12
- Test run by: [Symmetry](https://liftarchive.com/practitioners/symmetry/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://superwall.com/case-studies/symmetry
- Page: https://liftarchive.com/test/symmetry-free-vs-pro-table/

Turning a paywall feature list into a Free vs Pro comparison table lifted conversion by 1% and paid user activation by 5%. Symmetry, a workout plan app for Latin American markets, ran this test. It was published as a Superwall case study.

## Result

**+1% conversion; +5% paid user activation**

- Conversion: +1%. This is a small lift, and the source does not say whether it is relative or in percentage points.
- Paid user activation rate: +5%, meaning more new subscribers went on to use premium features.
- Only the way features were presented changed, so the lift can be tied to the table format.

## Control

The paywall showed a headline, a plain list of premium features and a CTA in a bottom drawer.

## Variant

The same headline and CTA, with the feature list reformatted into a two-column table comparing Free and Pro.

## Why it likely won (our reading)

- A side-by-side table shows what users miss on the free plan, which a plain list does not.
- Contrast makes the Pro tier easier to judge at a glance.
- Users who understood what Pro adds may have been more likely to use those features after paying.

## Caveats

The +1% conversion lift is small, and it is unclear whether it is relative or absolute. Sample size, duration and confidence were not shared, and the case study was published by Superwall, which sells the paywall testing tool used.

## How to run this test

- Hypothesis: If we show premium features as a Free vs Pro comparison table instead of a list, then more users will subscribe because the gap between tiers is clearer.
- Primary metric: Paywall conversion rate
- Guardrail: Paid user activation rate
- Guardrail: Trial-to-paid conversion
- Guardrail: Refund rate
- Who should test it: Freemium apps with a usable free tier and clear Pro-only features. It fits less well for hard-paywall apps with no free plan to compare against.

---

Credit: Symmetry ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/symmetry-free-vs-pro-table/).
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.