Why A/B Testing Matters
A/B testing your paywall is one of the most effective ways to increase conversion rates and revenue. Even small improvements can lead to significant revenue gains. This guide covers 10 proven experiments that have consistently delivered results for mobile apps.
The 10 Most Effective Paywall Experiments
These experiments are ranked by their potential impact and ease of implementation. Start with the easier tests and work your way up to more complex experiments.
Button Color & Text
Test different button colors and call-to-action text
Hypothesis:
"Red buttons with 'Start Free Trial' will convert better than blue buttons with 'Subscribe Now'"
Test Elements:
- Button color
- Button text
- Button size
Timeline:
2-3 weeks
Pricing Display Format
Test different ways to present pricing information
Hypothesis:
"Monthly pricing with annual savings highlighted will increase annual plan adoption"
Test Elements:
- Price format
- Savings callout
- Plan comparison
Timeline:
3-4 weeks
Social Proof Elements
Test adding user testimonials, ratings, or user counts
Hypothesis:
"Adding 'Join 50,000+ users' will increase conversion rates"
Test Elements:
- User count
- Testimonials
- Star ratings
Timeline:
2-3 weeks
Free Trial Length
Test different trial periods (7 days vs 14 days vs 30 days)
Hypothesis:
"14-day trials will have higher conversion rates than 7-day trials"
Test Elements:
- Trial duration
- Trial messaging
- Trial features
Timeline:
4-6 weeks
Paywall Timing
Test when to show the paywall in the user journey
Hypothesis:
"Showing paywall after 3 feature uses will convert better than immediate paywall"
Test Elements:
- Trigger point
- User actions
- Value demonstration
Timeline:
6-8 weeks
A/B Testing Framework
Follow this proven framework to ensure your A/B tests are set up correctly and deliver reliable results.
1. Define Your Hypothesis
Start with a clear, testable hypothesis based on user behavior data
Pro Tips:
- Use data to inform your hypothesis
- Be specific about expected outcomes
- Focus on one variable at a time
2. Set Up Your Test
Configure your A/B test with proper segmentation and traffic allocation
Pro Tips:
- Use 50/50 traffic split for most tests
- Ensure statistical significance
- Set up proper tracking
3. Run the Test
Monitor the test for the full duration without making changes
Pro Tips:
- Don't peek at results too early
- Monitor for external factors
- Ensure consistent user experience
4. Analyze Results
Evaluate the results using proper statistical methods
Pro Tips:
- Wait for statistical significance
- Look at secondary metrics
- Consider segment differences
5. Implement & Iterate
Roll out the winning variant and plan your next test
Pro Tips:
- Document learnings
- Plan follow-up tests
- Share results with team
Common A/B Testing Mistakes
Avoid these common pitfalls that can invalidate your test results or lead to incorrect conclusions.
Testing too many variables at once
High ImpactFocus on one primary variable per test
Example:
Don't test button color, text, and position simultaneously
Ending tests too early
High ImpactWait for statistical significance (usually 2-4 weeks)
Example:
Don't declare a winner after just 3 days of data
Ignoring segment differences
Medium ImpactAnalyze results by user segments (new vs returning, etc.)
Example:
New users might respond differently than existing users
Not considering external factors
Medium ImpactAccount for seasonality, marketing campaigns, and app updates
Example:
Holiday periods can skew results significantly
Measuring Success
Key Metrics to Track
Primary Metrics
- • Conversion rate (free to paid)
- • Revenue per user
- • Average revenue per user (ARPU)
- • Customer lifetime value (CLV)
Secondary Metrics
- • Time to conversion
- • Churn rate
- • User engagement
- • Support ticket volume
Conclusion
A/B testing your paywall is an ongoing process that requires patience, discipline, and a data-driven approach. Start with simple experiments and gradually work your way up to more complex tests as you build your testing capabilities.
Remember, the goal isn't just to find a winning variant—it's to understand your users better and continuously improve their experience. Each test should teach you something new about your users and their preferences.
Ready to start A/B testing?
SplitWall makes it easy to set up and run A/B tests on your paywall with our no-code testing platform.