Intro
The challenge
Anchoring effect
The team questioned whether offering more pricing options would confuse users, or if the effect of the price comparison would increase conversion.
Trial quality
They also needed to know if showing the huge discount provided by the annual plan would attract more long-term users.
Risk management
The team need an A/B testing environment to split traffic 50/50 and measure impact accurately before a full deployment.
The solution
Rash ID executed an A/B test on their primary paywall:
Control paywall
Offered two subscription options: monthly or yearly, without showing which is the best offer.
Variant paywall
Offered hree options: monthly, yearly, or weekly, with annual marked as the best offer.
The test was designed to see if the three-option paywall would lead to a significant lift in both trial starts and long-term revenue.
The results
Initial conversion boost
The three-option paywall showed an immediately boost in trial starts, showing the power of price anchoring.
ARPU lift
Revenue Per User (ARPU) increased by around 20%, as more users were converting and picking a higher price tier.
Trial quality soared
Conversion to paid increased by over 50%, showing that the new paywall attracted high-value users.
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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