Intro
The challenge
Trial fatigue
Users often expect a free trial, but trials can attract low-intent users who cancel before the charge, lowering LTV.
Pricing uncertainty
They needed to test their initial pricing against alternatives to find the most profitable rate for the weekly subscription.
Experiment complexity
They needed to run A/B tests on two dimensions, which requires a heavy engineering lift without an experimentation platform.
The solution
LookLab AI compared the performance and long-term ROI of different pricing and paywall variants:
Hard paywall control
A direct subscription signup screen, offering 20 weekly credits for a fixed price.
Free trial variants
Two variations offering a three-day free trial followed by different weekly prices.
This setup allowed the LookLab team to observe ROI over time by cohort, helping them find the combination that brought in the most dedicated paying users.
The results
Conversion rate nearly doubled
The campaign conversion rate jumped from 8.3% in the initial launch to 15.0% in the third campaign, which featured the free trial and higher weekly price.
Optimal combo identified
The team was able to determine that the risk of offering a free trial was justified by a huge jump in conversion, as well as validating a higher weekly price point.
About Superwall
Superwall is the centralized monetization suite that converts data into revenue. It provides product, growth, and engineering teams with a unified platform to deploy paywalls, manage subscriptions, and ensure every experiment is a profitable, data-backed decision.
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