Runtastic
A fitness tracking app for running and workouts with a premium membership.
Runtastic swapped the promotional statement on its paywall for a real user review with a 5-star rating and saw paid subscriptions rise 44%. Only the paywall message changed, so social proof likely drove the gain. For an app builder: test real user reviews against your own marketing claims on conversion screens, since one small copy change can lift upgrades a lot.
- Company's own marketing statement
- Same price and product
- Real review with 5-star rating
- Same price and product
Paid subscriptions rose 44%
From Runtastic paywall A/B test
What was said about Runtastic
A real user review with 5 stars beat promo copy on Runtastic's paywall. Runtastic replaced the promotional statement on its paywall with a real user review shown with a 5-star rating. Paid subscriptions rose 44%.
Only the text block changed, with no change to price or product, so the gain is likely due to the social proof and was easy to attribute. The hypothesis was that social proof would beat the company's own marketing claim, and it was tested directly against the existing promo copy. Paywall messaging looks like a high-leverage place to test before touching pricing or features.
Version A and version B as Runtastic tested them.
User reviews on paywall: Runtastic's A/B test
Replacing the promotional statement on its paywall with a real user review and 5-star rating raised paid subscriptions by 44%. Only the paywall message changed, so the gain is likely due to the social proof.
A real user review with 5 stars beat promo copy on Runtastic's paywall. Runtastic replaced the promotional statement on its paywall with a real user review shown with a 5-star rating. Paid subscriptions rose 44%.
Only the text block changed, with no change to price or product, so the gain is likely due to the social proof and was easy to attribute. The hypothesis was that social proof would beat the company's own marketing claim, and it was tested directly against the existing promo copy. Paywall messaging looks like a high-leverage place to test before touching pricing or features.
Version A and version B as Runtastic tested them.
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