A weather app · B2C · host's own app
Show the $4 monthly price on the paywall instead of the $40 yearly one
20% more paid subscribers, but monthly churn meant less revenue; switched back
Mixedpaywallpricingexperimentation
What they did
The paywall shows a single price with a button to see all plans. A/B test via RevenueCat: default shown plan $4/month vs $40/year. Tracked the cohorts beyond conversion to projected LTV before deciding.
What happened
Showing $4/month raised paid subscribers about 20% (anchoring on the lower number), but monthly subscribers churned, so the variant would lose money. Switched back to showing the $40/year plan to maximize revenue.
- Stage
- growth
- Effort
- One A/B test, tracked through to churn
In their words
Sub Club by RevenueCat · Insider Tips for Building Better, More Profitable Android Apps — Sarah Karam, Google“So in my app, you just see one price, and then there's a button to see all the plans. So I did an experiment, seeing the $4 a month plan, does that increase conversion compared to seeing the $40 a year plan?”
“So even though I got a 20% increase in conversion, those monthly subscribers are churning. So I switched it back to the $40 plan, because that is going to maximize revenue”
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