A weather app · B2C · host's own app
Pre-select the $4 monthly plan instead of the $40 yearly plan
20% more people converted to paying, per the host
Workedpaywallexperimentation
What they did
Paywall packaging test: default to showing the $4/month subscription vs the $40/year subscription.
What happened
20% lift in conversion to paying (revenue effect not discussed here).
- Stage
- launch
In their words
Sub Club by RevenueCat · Optimizing your Keywords and Monetization ― Part 2 with Ramit Arora, Microsoft“like I did a test in my weather app of defaulting to only showing the $4-a-month subscription versus showing the $40-a-year subscription, and I had a 20% increase in conversion to paying by them just seeing that $4.”
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- Microsoft 365: Swap out keywords you've ranked top 3 on for a year; add new ones monthly
- Microsoft 365: Use search ads to find keywords that bring paying users, then target them organically
- Microsoft 365: Cap Android install costs far below iOS, since Android users pay much lessAndroid CPI caps up to 50x lower than iOS in some cases
- Microsoft 365: Put 'Try free for one month' on the buy button, not 'Buy now'Worked in tests; no lift numbers shared
- Microsoft 365: Show paywall benefits as cards with GIFs instead of lines of textConverted better in tests; no numbers shared
- Microsoft 365: Show the yearly price as a monthly amount, like $8/month for $99/yearVery successful in an A/B test; no numbers shared
- Microsoft 365: Put the pricier Family plan first as the default, above the Personal planBoth plans sold more; the cheaper plan sold a lot more
- Add a video to the paywall because people don't readHost reports really good results; no numbers