Payramp, not Paywall: Slopes's A/B test

The bottom line

Slopes let users start a free trial with one touch, skipping the separate paywall screen, and trial starts rose 25%. Framing the offer as "Redeem your free 2 weeks" makes users feel they gain something rather than give something up.

Key takeaways

• A one-touch payramp beat a separate paywall screen for starting trials. It works as a quick-start mechanism with fewer steps.
  • Trial starts improved by 25%.
• Gain-focused copy makes the offer feel like a reward. Users feel they receive something instead of handing something over.
  • The copy reads "Redeem your free 2 weeks".
• Simplicity is the core of the design. Removing the secondary paywall screen takes out a hurdle between the user and the trial.

The test: Payramp, not Paywall

Slopes replaced a secondary paywall screen with a payramp that starts a free trial in a single touch.

• The payramp bypasses the second paywall screen.
  • Users begin a free trial with one touch.
  • The design is simple and acts as a quick-start mechanism.
• The copy stresses what the user gets.
  • "Redeem your free 2 weeks" frames the trial as a gain.

Result

The payramp lifted trial starts by 25%.

• Trial starts rose 25%.
  • The test belongs to the paywall and free trial category.
  • It was first written up in a Slopes Diaries post on building ramps, not walls.