Built With Science · B2C · science-based fitness coaching app
Offer 20% off to pay now, with a toggle back to the 14-day free trial
Quite negative, even with a 30-day money-back guarantee
Failedpaywallpricing
What they did
Paywall toggle: pay upfront with no trial and get 20% off (with a 30-day money-back guarantee), or toggle off to take the 14-day free trial. The copy framed no-trial as much better and the trial as losing out. Expected a win because much traffic is warm and trusts the brand. Inspired by in-app paywalls; not seen on web.
What happened
Quite negative versus the standard 14-day trial; adds friction.
In their words
Sub Club by RevenueCat · Scaling Meta Ads from zero to $100K a month — Ethan Ethier, Built With Science“we are also testing a no trial offer compared to the 14-day free trial. We though it'd be a big win just because a lot of our traffic right now is organic and they're already warm and trust the brand, but we're seeing it's quite negative”
“you could pay upfront and get 20% off, or you could toggle off and just take the 14-day free trial”
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