VEED
An online video editing platform with paid Pro features such as 4K export and AI tools.
VEED tested a pricing-first paywall against a benefit-first one for Pro upgrades, and showing yearly and monthly prices upfront won on all four reported metrics: trial conversion rose 15%, paid conversion 3%, MRR 33% and ARPU 17%. Paid conversion barely moved while revenue jumped, so judge paywall tests on revenue metrics, not trial starts alone.
- Led with Pro benefits
- No watermark, 4K export
- Clean audio, AI music
- AI B-roll
- Yearly and monthly prices up front
- Trial conversion up 15%
- Paid conversion up 3%
- MRR up 33%, ARPU up 17%
MRR rose 33%, far more than paid conversion's 3%
From VEED paywall A/B test
What was said about VEED
VEED's pricing-first paywall beat a benefit-first paywall on every metric. VEED put yearly and monthly plan prices front and center instead of leading with Pro benefits. The pricing-first version got 15% higher trial conversion, 3% higher paid conversion, 33% higher MRR and 17% higher ARPU.
The benefit-first control highlighted no watermark, 4K export, clean audio, AI music and AI B-roll. Users who reach a paywall may already understand the value and mainly need clear choices, so test plan options against feature benefits instead of assuming selling value converts best. The MRR gain (33%) was far larger than the paid conversion gain (3%), so judge paywall tests on MRR and ARPU alongside trial and paid conversion, since a layout can shift revenue per user and plan mix.
Version A and version B as VEED tested them.
Showing pricing options upfront: VEED's A/B test
Tested a pricing-first paywall against a benefit-first one for Pro upgrades. The pricing-first version won with 15% higher trial conversion, 3% higher paid conversion, 33% higher MRR and 17% higher ARPU.
VEED's pricing-first paywall beat a benefit-first paywall on every metric. VEED put yearly and monthly plan prices front and center instead of leading with Pro benefits. The pricing-first version got 15% higher trial conversion, 3% higher paid conversion, 33% higher MRR and 17% higher ARPU.
The benefit-first control highlighted no watermark, 4K export, clean audio, AI music and AI B-roll. Users who reach a paywall may already understand the value and mainly need clear choices, so test plan options against feature benefits instead of assuming selling value converts best. The MRR gain (33%) was far larger than the paid conversion gain (3%), so judge paywall tests on MRR and ARPU alongside trial and paid conversion, since a layout can shift revenue per user and plan mix.
Version A and version B as VEED tested them.
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