Moonly
A moon phase and lunar cycle app with a subscription paywall.
Moonly limited its free trial to the annual plan, which made annual feel like the safest choice. Paywall view to subscription conversion rose 39%, revenue per 100 installs rose 47%, and ARPPU rose 5%. The lesson: use a trial to steer users toward your highest-value plan, and judge paywall tests on revenue per 100 installs, not conversion alone.
- No trial on annual plan
- No trial on the other two plans
- Baseline conversion and revenue
- Paywall view to subscription up 39%
- Revenue per 100 installs up 47%
- ARPPU up 5%
Trial made annual feel safer, shifting plan mix toward annual
From Moonly paywall A/B test
What was said about Moonly
Moonly put the free trial only on its annual plan. Moonly added a trial to the annual option and left the other two plans without one. The trial made annual feel like the safer choice, so users picked it more often. Paywall view to subscription conversion rose 39%, revenue per 100 installs rose 47% and ARPPU rose 5%.
Because the trial nudged plan mix toward annual, revenue per paying user went up along with conversion. Tracking conversion, revenue per 100 installs and ARPPU together showed both the volume and the value effect, with revenue per 100 installs gaining the most. Quote: "the trial period made it seem like a safer choice".
Version A and version B as Moonly tested them.
Free trial only for annual subscription: Moonly's A/B test
Moonly offered a free trial only on its annual plan, which made annual feel safer than the other two options. Paywall view to subscription conversion rose 39%, revenue per 100 installs rose 47% and ARPPU rose 5%.
Moonly put the free trial only on its annual plan. Moonly added a trial to the annual option and left the other two plans without one. The trial made annual feel like the safer choice, so users picked it more often. Paywall view to subscription conversion rose 39%, revenue per 100 installs rose 47% and ARPPU rose 5%.
Because the trial nudged plan mix toward annual, revenue per paying user went up along with conversion. Tracking conversion, revenue per 100 installs and ARPPU together showed both the volume and the value effect, with revenue per 100 installs gaining the most. Quote: "the trial period made it seem like a safer choice".
Version A and version B as Moonly tested them.
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