Peptalk
A mobile app offering premium video content for members, with free and paid tiers.
Peptalk tested two softer paywalls shown when free users tap a premium video. A 10-second playback before the paywall significantly beat an intermediate details screen on conversion, though the source gives no exact figures. Lesson: let users taste the content before asking for payment, and test fixes at the specific trigger point with the biggest drop-off.
- Extra info screen, Netflix-style
- User taps "Watch Now"
- Then sent to paywall
- Added a step, little desire
- Video plays for 10 seconds
- Overlay: "Enjoying our exclusive video content?"
- Taps "Continue to Watch"
- Paywall opens
B significantly beat A on conversion rate
From Peptalk A/B test
What was said about Peptalk
A 10-second video preview before the paywall beat a details screen. Peptalk saw a big conversion drop at the paywall shown when free users tap a premium video, so it tested two fixes at that exact moment. Variant B let the video play for 10 seconds, then overlaid "Enjoying our exclusive video content?" with a "Continue to Watch" button that opened the paywall. It significantly beat Variant A on conversion rate, though no exact figures were given.
Variant A added an intermediate screen with more information about the video, modeled on Netflix's hover snippets, and sent users to the paywall after they tapped "Watch Now". It converted significantly worse: the extra information did not build enough desire to pay and added a step. Testing one high-friction trigger, rather than redesigning the whole paywall flow, kept the result clear and actionable.
Version A and version B as Peptalk tested them.
Hard vs soft paywall: Peptalk's A/B test
Tested two ways to soften the paywall shown when free users tap a premium video. A 10-second video preview before the paywall significantly beat an intermediate details screen on conversion, though no exact figures were given.
A 10-second video preview before the paywall beat a details screen. Peptalk saw a big conversion drop at the paywall shown when free users tap a premium video, so it tested two fixes at that exact moment. Variant B let the video play for 10 seconds, then overlaid "Enjoying our exclusive video content?" with a "Continue to Watch" button that opened the paywall. It significantly beat Variant A on conversion rate, though no exact figures were given.
Variant A added an intermediate screen with more information about the video, modeled on Netflix's hover snippets, and sent users to the paywall after they tapped "Watch Now". It converted significantly worse: the extra information did not build enough desire to pay and added a step. Testing one high-friction trigger, rather than redesigning the whole paywall flow, kept the result clear and actionable.
Version A and version B as Peptalk tested them.
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