Weather Up · B2C · weather app with widgets
Pre-select the yearly plan on the paywall, not the monthly one
Monthly default got ~10% more subscribers but 60% lower revenue per user in month one
Workedpaywallexperimentation
What they did
A/B test (50/50) with RevenueCat Experiments scheduled to start at 12:01 AM on launch day: arm A pre-selected the $40/year plan, arm B the $4/month plan; nothing else changed. Annual default: ~800 annual, ~400 monthly. Monthly default: ~1,100 monthly, ~100 annual. Judge on realized LTV and revisit after the first annual renewals (day 366).
What happened
Monthly default converted ~10% more (first stated as 4.5%, called statistically significant) but realized LTV was 60% lower under a month in; with >30% of monthly subs already off auto-renew, the curves are unlikely to cross before year one. Launch-press cohort may differ from later search traffic.
- Stage
- launch
“And so, the test I did was defaulting to annual being the pre-selected option on the paywall versus monthly being the pre-selected option on the paywall.”
“realized LTV is 60% lower on the people who saw monthly.”
“10% more people became subscribers when they saw $4 versus seeing 40.”
Related topics
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More from Weather Up
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- When someone leaves a hard paywall, send a push offering 7 free daysFew took it and few of those paid; being replaced
- Let people close the paywall, give them 7 free days, then lock the app
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- Weather Up: Test $40 against $39.99 for the yearly plan
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