Superwall
Pepper

How Pepper achieved a 50% lifetime value increase with a wild card timeline paywall

Sign up
Book a demo
Overview

Intro

Pepper is a cooking app designed for home cooks to save, organize, and share recipes. The team needed to find a paywall design that would increase conversion and, consequently, the lifetime value of their users, which had stalled. The team tested a "wild card" paywall design using Superwall's platform that changed how the subscription was presented to the user—for the better.
PepperOverview

The challenge

Pepper had stalled with their current paywall designs:

Design fatigue

The team had tested multiple traditional paywalls, making simple changes to subheader text and highlights, but couldn't seem to budge LTV.

Hypothesis

They hypothesized that the entire presentation format was off. They wanted to try something different that better explained their value.

Risk mitigation

Testing a new, multi-step "timeline" design was a high-risk change, so they wanted to try it on a small cohort before deploying widely.

The solution

Pepper deployed a two-step paywall flow that gave more clarity into the free trial commitment:

Timeline paywall

The design presented the trial commitment as a clear timeline, outlining what happens each day.

Initial small audience

This "wild card" paywall was initially tested on only 5% of users to mitigate the risk of a large drop in performance.

Scaled deployment

Because the new paywall outperformed all other designs, they scaled to over 50% of the user base.

The new design focused on commitment clarity, proving that showing users the entire lifecycle of the trial built trust and led to higher-quality sign-ups.

PepperPreview1
PepperPreview2

The results

The "wild card" timeline paywall led to a massive, sustainable increase in performance:

LTV increased

The timeline paywall boosted LTV by half, showing that initial clarity led to later commitment.

Higher baseline

The timeline design outperformed every other paywall tested, providing a baseline for new iterations.

Sustained growth

LTV was sustained after moving the paywall to a larger user base, confirming long-term profitability.

About

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.

Overview Indies
CTA Section Background shape
CTA Section Background shape top

Now it’s your turn

Is your traditional paywall stuck at a performance ceiling? Stop making minor copy tweaks and start testing radically new, high-impact design formats that deliver massive LTV increases.

Sign up
Contact sales

Check out other success stories

FlirtAIThumb

See case study

Flirt AI

How Flirt AI achieved 83% monthly recurring revenue growth with audience targeting

DailyHoroscopeThumb

See case study

Daily Horoscope

How Daily Horoscope achieved a 183% trial start increase with localized paywalls

FlibboThumb

See case study

Flibbo

How Flibbo gained 20% growth by moving from static paywalls to instant A/B testing

PreuAIThumb

See case study

Preu AI

How Preu AI increased proceeds per user by 80% with strategic annual plan anchoring
See all