Built With Science · B2C · science-based fitness coaching app
Show only the yearly plan first, with a day-by-day trial timeline and reminder promise
Annual picks rose from ~60% to 75-80%, with no price change
Workedpaywallpricing
What they did
Before: monthly and annual shown side by side. Variant: only the annual plan shown up front, with a Blinkist-style timeline above it: Day 1 you get your personalized plan; Day 7 your plan adapts to you; Day 12, before the 14-day free trial ends, 'we'll send you a reminder' and you can cancel anytime. Monthly is reachable via a 'view all plans' link. Price and positioning unchanged; UI-only change.
What happened
Plan mix shifted from about 60/40 annual/monthly to 75-80% annual (host recapped ~85%).
- Stage
- Scale (scaling)
In their words
Sub Club by RevenueCat · Scaling Meta Ads from zero to $100K a month — Ethan Ethier, Built With Science“all we did was change the layout so that it presented the annual upfront and reduced risk of actually starting the free trial. So we didn't change the price, we didn't change the positioning. It was simply a UI shift, which had a massive impact for us.”
“we had kind of a Blinkist style layout where we showed day one, you'll get your personalized plan. Day seven, this is how your plan will adjust and adopt with you. And then day 12, right before the free trial ended, we made it clear that we're going to send you a reminder and that you can end your trial whenever you like.”
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