Mojo

Showing only the yearly plan raised the yearly share of subscriptions by 15-20%. Mojo tested a paywall that showed only the yearly plan, with monthly behind a "View All Plans" link, against the usual side-by-side layout. The proportion of yearly subscriptions rose 15-20%.

The monthly plan was not removed. The link kept it available for people who wanted it, while yearly stayed the default on screen. Paywalls traditionally show both options upfront, but that layout is not necessarily the best, so the default plan presentation is worth testing rather than assuming.

abtest.design

Mojo keeps a generous free tier and shows a tasteful weekly paywall. Mojo earns over 50% of its revenue after day one. It does this with a generous free tier and a once-a-week paywall shown at launch to free users.

The suggested test for freemium is whether free users create real value, through word of mouth, network effects, data effects, or brand scale for a category leader. If none apply and you are paying for acquisition, a hard paywall makes more sense. You can also launch hard and move to freemium once the product is strong. The question posed: "Are there network effects? Are there data effects? you know, is there a reason to have free users in the app?"

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