Optimizing paywall placement: Instasize's A/B test

The bottom line

Instasize got the most premium subscriptions by showing the paywall right after the user opened the app. That variant raised premium subscriptions by 7%, so paywall timing alone can change conversion.

Key takeaways

• Paywall placement affects how many users subscribe. Instasize tested the paywall at different points in the user journey to find the best moment.
  • The goal was to identify the optimal moment for conversion.
• Showing the paywall immediately after app open won. It beat the other placements that were tested.
  • Users saw the paywall as soon as they opened the app.
• The winning placement lifted premium subscriptions by 7%. This is the measured result of the test.
  • The original write-up linked to the test uses a different figure (16%) in its URL.

The test and its result

Instasize varied when the paywall appeared and found that the earliest placement converted best.

• Instasize tested paywall presentation at various points in the user journey.
  • The app is Instasize, in the paywall and free trial category.
  • The aim was to find the best moment for conversion.
• The winning variant showed the paywall right after the app opened.
  • This produced a 7% increase in premium subscriptions.