A subscription app · B2C · App Masters client
Drop the $1.99 monthly plan because 90% buy the $10 yearly one
Sales went down; the monthly price was the anchor that made $10/year look cheap
Failedpricingpaywall
What they did
Paywall had $1.99/month and $10/year; 90% of buyers chose yearly, so the client removed the monthly option, leaving only the $10 yearly plan.
What happened
Sales dropped. Steve's reading: without the $1.99 monthly anchor, $10/year looked expensive. His data across most apps: two plans convert better than one, three better than two.
- Stage
- live app
“So they removed the monthly from their paywall. Guess what happened to the sales, H? It went down.”
“But if you don't take have the $1.99 anchor, people think it's kinda expensive.”
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