How many products should you offer on your paywall?

We pulled data from over 32M paywall interactions to determine how many products you should show on your paywall

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Jake Mor
November 14, 2022

This is a question that every app developer faces at some point. There are a lot of factors to consider, and it can be tough to know what the right answer is.

To help you make the best decision for your app, we've pulled conversion rate data for every application, segmented by how many products they show on their paywall. We've filtered for apps that had at least 2 tests containing different number of products, and we've included the 15 largest apps (in terms of paywall views, all with more than 10,000 views).

Here are the stats:

As you can see from the chart, offering more than one product on your paywall can have a significant impact on your conversion rate. In fact, when we segmented the data by how many products were in each paywall, we found that:

In other words, offering more than one product on your paywall can increase your conversion rate by more than 60%. And in most cases, offering more than two products will result in a higher conversion rate than offering just two.

Of course, there are a few things to keep in mind. This doesn't take into account how obvious it is that multiple products are available for purchase, some apps hide other payment options behind a "More Pricing" button. Nor does it take into account the price or subscription duration of each product, which can obviously have an impact on conversion rates.

It's also worth considering which product is selected by default, as well as whether or not a trial is available on each product. Trial conversion rates and subscription retention rates can vary significantly depending on which product is being offered.

So what's the conclusion? If you need the money to fuel adspend or operating costs, stick to one annual product to get money up front. But if your growth in the short term wouldn't be effected by deferring some revenue, you should offer more pricing options than just one. In most cases, this will result in a higher conversion rate.

Just make sure that your LTV for all three products is the same. Otherwise, you could end up sacrificing long-term growth for short-term gains.

Superwall makes price testing incredibly easy:

  1. Instead of hardcoding values, Superwall lets you reference pricing using templates. This makes running a price test as simple as duplicating your paywall and changing the price (no need to update all your text or localizations)
  2. Superwall’s templates automatically adjust their UI based on how many products you have selected. For example, while selecting 1 product only shows 1 checkout button, selecting 2 or 3 buttons automatically adds a vertical or horizontal product picker which you can customize in the paywall editor.

That’s all for today, folks! Happy paywalling :)

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Jake Mor
November 14, 2022