Practitioner pattern · Jonathan Parra (Sells paywall design and A/B-testing services to app companies (mentions sales calls and customers 'working with us'))
Show two plans, hide the rest behind 'View all plans', preselect annual
Guest's standard setup; no numbers given
Workedpaywallpricing
What they did
Avoid showing three plans on the main footer (decision fatigue); show two (e.g. annual + weekly) and hide others behind a 'View all plans' button, or sometimes hide the whole product group. When several plans are shown, order them strictly by length (ascending or descending), never weekly/annual/monthly. Default-select yearly because it usually has the highest LTV.
What happened
Presented as the guest's standard practice from many tests.
“a lot of the times now, I I won't even have the product group in the main footer here, I'll kind of hide it behind a view all plans button or something like that.”
“you don't want to split it up like weekly, annual, monthly, you want to have a cadence that follows, you know, either uh descending or ascending uh order”
Related topics
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New tactics from the week's founder interviews, each linked to where it was said.
More from this episode
- Shorten plan names, add 'No commitment, cancel anytime', and label the button 'Continue'+10% conversion over the wordier paywall
- Cut the monthly plan; offer annual plus a weekly plan with 3 free daysBig conversion jump per the slide; exact number not read out
- Put 'No commitment, cancel anytime' on almost every paywallSmall but steady conversion bump, per the guest
- When users close the paywall, show cheaper plans, then a 33%-off yearly dealNo result given; guest's go-to for apps that already test a lot
- For week- or month-long programs, show step by step how users will changeWorks across categories for journey-style apps, per the guest; no numbers
- Keep one-time offers at 25-33% off; save big sales for Black Friday
- Swap the feature table for 'Try it for 50% off' and a big screenshot+111% conversion; revenue per user also rose
- Make the paywall button about 65 points tall, with big text and an arrowGuest says bigger buttons and the arrow bump conversions; no numbers
- Start with a one-page paywall: headline, bullet list, reviews, buttonOne of the few layouts that performs well across categories, per the guest
- Test paywall design and plan mix first; leave price tests for laterGuest says design tests give the most mileage; no numbers
- Put a short video of the app in use on the paywallWon its A/B test; no numbers given
- Pedometer++: Make the paywall look like a plain Apple settings screenBeat more custom designs 'by quite a long shot'; worked again for a second app
- Give the top plan a dark, premium look that switches when users pick itMore users chose the top plan; no numbers
- Blinkist: Show the free trial as a timeline: today, day-5 reminder, day-7 billingStill a very high performer after years of copying, per the guest
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