Paywall
// Build high-converting paywalls for mobile apps and web with proven patterns, pricing strategies, and A/B testing.
Triggers
Activate on: "create paywall", "subscription screen", "pricing page", "improve conversion", "paywall not converting", "free trial flow".
Platform Differences
| Aspect | Mobile (iOS/Android) | Web (SaaS) |
|---|---|---|
| Context | Full-screen takeover | Pricing page or modal |
| Timing | Onboarding, contextual, campaigns | Landing page, upgrade prompts |
| Billing | App Store / Play Store | Stripe, Paddle, etc. |
| Trials | Store-managed | Self-managed |
| Testing | Remote config, A/B tools | Standard web A/B |
See mobile.md for iOS/Android specifics. See web.md for SaaS pricing pages.
Placement Strategy
| Type | When | Conversion share |
|---|---|---|
| Onboarding | After install, during setup | 40-60% of trials |
| Contextual | User hits premium feature | 20-30% |
| Upgrade button | Persistent in UI | 10-20% |
| Campaign | Push, email, in-app trigger | 5-15% |
Rule: Always have an onboarding paywall. Most conversions happen when motivation is highest.
See placement.md for timing and trigger strategies.
Core Layout Elements
Every high-converting paywall includes:
- Value proposition — What they get (benefits, not features)
- Plan options — Usually 2-3, with one highlighted
- Price display — Clear, with anchoring if applicable
- CTA — Single action, prominent
- Trust signals — Trial terms, cancel anytime, reviews
See layout.md for design patterns and examples.
Pricing Display
| Pattern | Effect |
|---|---|
| Monthly equivalent | "Just $4.99/mo" for yearly |
| Savings badge | "Save 50%" on annual |
| Decoy plan | Makes target plan look better |
| Price anchoring | Show "was $X" or compare to alternatives |
Default selection matters. Pre-select the plan you want users to buy.
See pricing.md for plan structures and psychology.
Copy Rules
- Benefits over features. "Unlimited exports" → "Never hit a limit"
- Specific outcomes. "Save 4 hours/week" beats "Save time"
- Risk reversal. "Cancel anytime" near CTA
- Social proof. "Join 50,000+ subscribers"
See copy.md for formulas by paywall type.
Testing Priority
Test in this order (highest impact first):
- Price points — Test every 6-12 months minimum
- Plan presentation — Which plan is default, how many shown
- Layout — Full redesigns, section order
- Copy — Headlines, benefit framing
- Timing — When paywall appears
Rule: Always A/B test paywall changes. Even "obvious" improvements can backfire.
See testing.md for metrics, sample sizes, and experiment design.
Red Flags
Stop and fix:
- No onboarding paywall → Add one
- Only monthly plan → Add annual option
- Cluttered with options → Simplify to 2-3 plans
- No trial/guarantee → Add risk reversal
- Can't test remotely → Implement remote config