Intro
The challenge
Value disconnect
The text-based paywall wasn't allowing users to truly visualize what they would get with the premium version of the app.
Hypothesis
The team thought that a visual paywall, displaying previews of the core features, would give users a clearer idea of what they were signing up for.
Flexibility needs
Implementing paywalls with images, videos, and carrousels requires a flexible platform like Superwall to handle the updates and testing.
The solution
Unchaind executed an A/B test using Superwall's no-code paywall editor:
Control paywall
The more common text-based paywall, featuring a headline and bulleted benefits list.
Variant paywall
A visual, app-preview paywall that utilized rich media to demonstrate the look and feel of the premium features.
The team's goal was to see if users would pay a higher long-term price once they saw the product in action—increasing revenue per user.
The results
Conversion rate increased
The app-preview paywall increased conversion rates by over 50%, showing the immediate impact of the visual paywall.
Huge ARPU boost
The new flow drove an additional 64% in estimated ARPU (Average Revenue Per User), boosting the business's bottom line.
Sustained growth
The initial test served as a new baseline for more iterations, which continued to increase conversion and ARPU.
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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