Paywall

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:

1. Value proposition — What they get (benefits, not features)
2. Plan options — Usually 2-3, with one highlighted
3. Price display — Clear, with anchoring if applicable
4. CTA — Single action, prominent
5. 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):

1. Price points — Test every 6-12 months minimum
2. Plan presentation — Which plan is default, how many shown
3. Layout — Full redesigns, section order
4. Copy — Headlines, benefit framing
5. 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