Yearly plan as the default: Mojo's A/B test

The bottom line

Show yearly first, and yearly sign-ups rise 15-20%

Fewer visible choices push more buyers toward the default plan they would otherwise skip.

Showing only the yearly plan on the paywall, with monthly behind a "View All Plans" link, raised the share of yearly subscriptions by 15-20%. Leading with the yearly option steers more buyers to the plan they would otherwise skip.

Key takeaways

Making yearly the only visible plan lifts yearly sign-ups. Fewer visible choices push more people toward the default.
- The share of yearly subscriptions rose 15-20%.
Monthly stays available, just less prominent. Buyers who want it can still find it.
- It sits behind a "View All Plans" link.

The test setup

Mojo hid the monthly plan behind one link

	Usual paywall	Mojo variant
Plans shown upfront	Yearly + monthly	Yearly only
Monthly option	Side by side	Behind 'View All Plans'
Choices on first screen	Two	One
Yearly share	Baseline	+15-20%

Monthly stayed available; it just stopped competing for attention on the first screen.

Mojo changed its paywall from showing both plans to showing only the yearly plan.

The usual paywall shows yearly and monthly options side by side.
- Mojo is an app in the paywall and free trial category.
Mojo's variant showed only the yearly option.
- The monthly option was reachable through a "View All Plans" link.

Version A and version B as Mojo tested them. Screens from abtest.design.

The result

The yearly-only paywall increased the proportion of yearly subscriptions.

The share of yearly subscriptions grew by 15-20%.
- The test was first written up on the RevenueCat blog.

In the growth library

Mojo, Paywall & free trial test. Showing only the yearly plan on the paywall, with monthly tucked behind a link, shifts more buyers onto annual subscriptions. Mojo's test raised the share of yearly subscriptions by 15-20%.

Lessons that draw on this:

How to price annual and monthly plans