A subscription app · B2C · Superwall customer
Swap the feature table for 'Try it for 50% off' and a big screenshot
+111% conversion; revenue per user also rose
Workedpaywall
What they did
Control: 'Upgrade from free to premium' with a free-vs-premium comparison table and 3/6/12-month plans with dense price copy ('$49.99, not $99.99, monthly price billed quarterly'). Variant (copied from Cal AI): headline 'We want you to try [app name] for 50% off' (or '...for free' when a trial plan is selected), a large image or video of the app on a phone, 'No commitment, cancel anytime', and a bigger 'Continue' button leading to a second screen with more details.
What happened
Variant lifted conversion rate 111% with a significant ARPU increase.
“whenever I have a table component in one of my paywalls, it doesn't do as well as even simple bullets, or a video, or some kind of visual cue.”
“So in this case, that, "We want you to try [app name] for 50% off," uh I saw Cal AI doing this quite a bit, and I took it from what they were doing.”
“It works a lot better, which you see the significant increase in conversion rates and and ARPU.”
Related topics
Get tactics like this every Monday
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
- Show two plans, hide the rest behind 'View all plans', preselect annualGuest's standard setup; no numbers given
- 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
- 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
- Charge about $20 a month for an AI chat app tuned to one nicheUsers pay for it, per the guest; no revenue shared