A self-improvement journey app · B2C · guest's paywall client
When users close the paywall, show cheaper plans, then a 33%-off yearly deal
No result given; guest's go-to for apps that already test a lot
Unknownpaywallpricing
What they did
Main paywall defaults to the ~$39-40/year plan with 'Start' and small price text. On close, a drawer slides up: 'Not ready to commit for a year? We have plans for everyone.' Yearly stays selected but is shown as a weekly price ($0.76/week) next to a monthly or weekly plan. If users tap 'Not now, thanks', show a one-time-offer paywall with the yearly plan at ~$30/year (33% off) and a chevron arrow on the button. If many users pick monthly, read it as a sign onboarding didn't show the product well enough.
What happened
No test result shared; guest calls it one of his go-tos for apps that have done a lot of testing or underperform their category.
“And then a drawer comes up, "Not ready to commit for a year? We have plans for everyone." You still have yearly selected, because I still like to see if um the user will subscribe to yearly.”
“Um and if they hit "Not now, thanks" here, you can see that one-time offer paywall uh where you give them some kind of deal.”
“This is one of my go-tos now for apps that have done a lot of testing uh because it it just doesn't It's not something that a lot of them do.”
Related topics
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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
- 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
- Charge about $20 a month for an AI chat app tuned to one nicheUsers pay for it, per the guest; no revenue shared