Intro
The challenge
Price elasticity
The team wanted to see if lowering the price of the annual plan would encourage enough new subscriptions to offset the reduction in price.
Hypothesis
They hypothesized that a slightly lower, more accessible annual price would boost conversion, leading to increased Average Revenue Per User (ARPU).
Decisive data
They needed Superwall's accurate, persistent cohort tracking to prove the financial viability of the winning price point.
The solution
SellRaze used Superwall to conduct an annual price A/B test:
Control paywall
Featured the annual plan priced at $59.99 per year.
Variant paywall
Featured the annual plan priced at $44.99 per year.
Everything else on the paywall, including the monthly plan price, the 3-day free trial structure, and copy, remained the same.
The results
Revenue increased
The variant with the $44.99 annual price resulted in a 10% increase in Average Revenue Per User (ARPU).
Lower price worked
They confirmed that the lower price point successfully offset the price reduction with increased revenue.
Optimal price validated
The results justified moving the annual plan to the lower price point, securing more 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.
Check out other success stories
See case study
Flirt AI
How Flirt AI achieved 83% monthly recurring revenue growth with audience targeting
See case study
Daily Horoscope
How Daily Horoscope achieved a 183% trial start increase with localized paywalls
See case study
Flibbo
How Flibbo gained 20% growth by moving from static paywalls to instant A/B testing
See case study