Practitioner pattern · Jonathan Parra (Sells paywall design and A/B-testing services to app companies (mentions sales calls and customers 'working with us'))
Test paywall design and plan mix first; leave price tests for later
Guest says design tests give the most mileage; no numbers
Workedexperimentationpaywall
What they did
Prioritize design tests and price-packaging tests (which plans, naming, order). Delay price-point tests: in Superwall they require keeping users in fixed cohorts/audiences via user seeds for every experiment, which is painful to manage, so run them only after many other tests.
What happened
Guest: 'you'll get more mileage out of design tests and price packaging testing than really anything else'.
“You know, you'll get more mileage out of design tests and price packaging testing than really anything else.”
“So it's not something that I like to do immediately, it's it's something that I like to do kind of later down the line after we've ran a lot of uh of tests.”
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
- 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
- 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