8 Paywall Test Ideas to Grow App Revenue

Introduction

• Paywalls require regular testing and iteration to optimize the install-to-paid funnel.
• Right combination of placement, pricing, strategy, and content can boost subscription revenue.

1. Placement: Show the Paywall at the Right Time

• Crucial to determine when in the user journey the paywall appears:
  • Before/after onboarding
  • Before/after using a core feature
  • Each time the app opens
• Example: FitnessAI moved paywall before onboarding, increasing paywall visibility by 50% and doubling install-to-trial conversions.
• Consider testing all placements then phasing out one at a time for optimal conversion rate.
• Pro tip: Provide an easy exit for aggressive upfront placement.

Sub Club Case Study: Rootd

• Moved paywall to beginning of onboarding, resulting in a 5x revenue increase.

2. Features: Decide What to Lock Behind the Paywall

• Options:
  • Specific high-value features (freemium model)
  • All features (pay-to-play model)
• Recommendation: Start with a hard paywall for new apps.

Sub Club Case Study: Pok Pok

• Hard paywall suited for apps like Pok Pok targeting young users and parents.

3. Pricing: Meet Users Where Their Demand Is

• Adjust pricing based on user behavior and geographic location.
• Use lower pricing on the web to retain more profit margin.
• Consider large price jumps, lifetime subscriptions, holiday sales, and varying trial lengths.
• Pro Tip: Limit offers to a single annual product on the paywall.

4. Annual: Increase Uptake of Your Yearly Plan

• Present yearly plan as default and only choice on paywall.
• Use monthly price as anchor for annual plan.

5. Visuals: Provide Valuable Context

• Incorporate charts, videos, Q&A sections, and real reviews to enhance paywall.
• Make CTA the only colored element on the page.

6. Copywriting: Explain the Why, Not the What

• Focus on outcomes and emotional benefits rather than features.
• Utilize user testimonials and top-performing advertising messages.

7. Payramp: Not a Paywall

• Simplify trial activation by reducing friction.
• Example: Personal Best app improved conversion by allowing one-touch trial activation.

8. Personalization: Tailor the Paywall to the User

• Use segmentation, behavioral data, zero-party data, and language preferences to personalize paywall.

RevenueCat’s Role

• RevenueCat provides an easy-to-use paywall builder and A/B testing features to optimize paywall performance effectively.