Summary
Paywall optimization is one of the quickest ways to increase in-app revenue for subscription apps. But how can you create a high-converting mobile paywall? How do you choose the right price for in-app subscriptions? What subscription durations should you offer? How do you test UI elements, describe the value of your premium features, and choose what trial options to offer?
In this article, we explore the best practices for creating paywalls for apps in the education category. We also provide some benchmarks and examples to help you optimize your subscription paywalls strategy.
What is paywall A/B testing?
Paywall A/B testing for in-app subscriptions
Paywalls in each app category tend to have some similar features that work best for their specific category. If you check the pricing strategies, trial offers, and subscription durations of your competitors, you’ll notice that the top-ranking apps often follow the same patterns. Copying their paywalls directly may not be the best move, but getting some inspiration and ideas from relevant products is always useful.
If you’re wondering why your in-app subscription isn’t converting well, consider leveraging paywall A/B testing to create an iterative development process. By retesting and reiterating based on the testing results, you could achieve significant positive changes, including improved trial-to-paid conversion rate, increased retention, increased trial start rate, and increased customer LTV (lifetime value).
Optimize In-app Subscriptions Paywalls for Education Apps
Let’s take a look at the paywalls of the top 15 apps in the Education category.
There are several common features you can easily notice in these top 15 education apps paywalls:
No more than 2 different subscription durations are offered. The most common durations are annual and monthly subscriptions.
7-day free trial
Monthly subscription is almost always priced below 10 euro
Similarities in UI: subscription plans offered in rows.
Duolingo Paywall A/B testing
Duolingo is constantly experimenting with its paywalls. As they have highlighted, they are obsessed with A/B testing. Here is a small recap of some of their latest paywall AB testing:
Set of paywalls testing 3 subscription durations (1 month, 6 months, 12 months) offered in one row as vertical widgets with slightly different prices.
Set of paywalls with 2-3 subscription options placed horizontally under each other and same prices.
Set of paywalls explaining how the free trial works and some adjustments to the UI
We have tracked some changes to the main paywall of Duolingo in the last 12 months. We have observed that they have been offering €9, €10, and €12 for monthly subscriptions, and €79, €83, and €87 for annual options. Currently, they are using €10 for monthly and €87 for annual subscriptions.
As of May 2023, Duolingo’s subscription flow is made of four consecutive paywall screens:
This sequence includes:
Value of the premium subscription
Catchy 0.00 euro CTA
Comparison between free and “super” options
Explanation of a 14-day trial, similar to Blinkist’s trial screen
Most popular pricing plans with a link to all pricing options
Here are some more examples of AB testing from top-ranking apps in the category.
We have discovered previous iterations of paywalls for popular apps. Below, you can see the comparison of previous and current paywalls.
Photomath Paywall Variations and A/B testing
Mathway Paywall Variations and A/B testing
Picture This Plant Identifier Paywall Variations and A/B testing
Quizlet App Paywall Variations and A/B testing
Brainly Paywall Variations and A/B testing
Paywall optimization is one of the quickest ways to increase in-app revenue for subscription apps. But how can you create a high-converting mobile paywall? How do you choose the right price for in-app subscriptions? What subscription durations should you offer? How do you test UI elements, describe the value of your premium features, and choose what trial options to offer?
In this article, we explore the best practices for creating paywalls for apps in the education category. We also provide some benchmarks and examples to help you optimize your subscription paywalls strategy.
What is paywall A/B testing?
Paywall A/B testing for in-app subscriptions
Paywalls in each app category tend to have some similar features that work best for their specific category. If you check the pricing strategies, trial offers, and subscription durations of your competitors, you’ll notice that the top-ranking apps often follow the same patterns. Copying their paywalls directly may not be the best move, but getting some inspiration and ideas from relevant products is always useful.
If you’re wondering why your in-app subscription isn’t converting well, consider leveraging paywall A/B testing to create an iterative development process. By retesting and reiterating based on the testing results, you could achieve significant positive changes, including improved trial-to-paid conversion rate, increased retention, increased trial start rate, and increased customer LTV (lifetime value).
Optimize In-app Subscriptions Paywalls for Education Apps
Let’s take a look at the paywalls of the top 15 apps in the Education category.
There are several common features you can easily notice in these top 15 education apps paywalls:
No more than 2 different subscription durations are offered. The most common durations are annual and monthly subscriptions.
7-day free trial
Monthly subscription is almost always priced below 10 euro
Similarities in UI: subscription plans offered in rows.
Duolingo Paywall A/B testing
Duolingo is constantly experimenting with its paywalls. As they have highlighted, they are obsessed with A/B testing. Here is a small recap of some of their latest paywall AB testing:
Set of paywalls testing 3 subscription durations (1 month, 6 months, 12 months) offered in one row as vertical widgets with slightly different prices.
Set of paywalls with 2-3 subscription options placed horizontally under each other and same prices.
Set of paywalls explaining how the free trial works and some adjustments to the UI
We have tracked some changes to the main paywall of Duolingo in the last 12 months. We have observed that they have been offering €9, €10, and €12 for monthly subscriptions, and €79, €83, and €87 for annual options. Currently, they are using €10 for monthly and €87 for annual subscriptions.
As of May 2023, Duolingo’s subscription flow is made of four consecutive paywall screens:
This sequence includes:
Value of the premium subscription
Catchy 0.00 euro CTA
Comparison between free and “super” options
Explanation of a 14-day trial, similar to Blinkist’s trial screen
Most popular pricing plans with a link to all pricing options
Here are some more examples of AB testing from top-ranking apps in the category.
We have discovered previous iterations of paywalls for popular apps. Below, you can see the comparison of previous and current paywalls.
Photomath Paywall Variations and A/B testing
Mathway Paywall Variations and A/B testing
Picture This Plant Identifier Paywall Variations and A/B testing
Quizlet App Paywall Variations and A/B testing
Brainly Paywall Variations and A/B testing
Paywall optimization is one of the quickest ways to increase in-app revenue for subscription apps. But how can you create a high-converting mobile paywall? How do you choose the right price for in-app subscriptions? What subscription durations should you offer? How do you test UI elements, describe the value of your premium features, and choose what trial options to offer?
In this article, we explore the best practices for creating paywalls for apps in the education category. We also provide some benchmarks and examples to help you optimize your subscription paywalls strategy.
What is paywall A/B testing?
Paywall A/B testing for in-app subscriptions
Paywalls in each app category tend to have some similar features that work best for their specific category. If you check the pricing strategies, trial offers, and subscription durations of your competitors, you’ll notice that the top-ranking apps often follow the same patterns. Copying their paywalls directly may not be the best move, but getting some inspiration and ideas from relevant products is always useful.
If you’re wondering why your in-app subscription isn’t converting well, consider leveraging paywall A/B testing to create an iterative development process. By retesting and reiterating based on the testing results, you could achieve significant positive changes, including improved trial-to-paid conversion rate, increased retention, increased trial start rate, and increased customer LTV (lifetime value).
Optimize In-app Subscriptions Paywalls for Education Apps
Let’s take a look at the paywalls of the top 15 apps in the Education category.
There are several common features you can easily notice in these top 15 education apps paywalls:
No more than 2 different subscription durations are offered. The most common durations are annual and monthly subscriptions.
7-day free trial
Monthly subscription is almost always priced below 10 euro
Similarities in UI: subscription plans offered in rows.
Duolingo Paywall A/B testing
Duolingo is constantly experimenting with its paywalls. As they have highlighted, they are obsessed with A/B testing. Here is a small recap of some of their latest paywall AB testing:
Set of paywalls testing 3 subscription durations (1 month, 6 months, 12 months) offered in one row as vertical widgets with slightly different prices.
Set of paywalls with 2-3 subscription options placed horizontally under each other and same prices.
Set of paywalls explaining how the free trial works and some adjustments to the UI
We have tracked some changes to the main paywall of Duolingo in the last 12 months. We have observed that they have been offering €9, €10, and €12 for monthly subscriptions, and €79, €83, and €87 for annual options. Currently, they are using €10 for monthly and €87 for annual subscriptions.
As of May 2023, Duolingo’s subscription flow is made of four consecutive paywall screens:
This sequence includes:
Value of the premium subscription
Catchy 0.00 euro CTA
Comparison between free and “super” options
Explanation of a 14-day trial, similar to Blinkist’s trial screen
Most popular pricing plans with a link to all pricing options
Here are some more examples of AB testing from top-ranking apps in the category.
We have discovered previous iterations of paywalls for popular apps. Below, you can see the comparison of previous and current paywalls.
Photomath Paywall Variations and A/B testing
Mathway Paywall Variations and A/B testing
Picture This Plant Identifier Paywall Variations and A/B testing
Quizlet App Paywall Variations and A/B testing
Brainly Paywall Variations and A/B testing
Paywall optimization is one of the quickest ways to increase in-app revenue for subscription apps. But how can you create a high-converting mobile paywall? How do you choose the right price for in-app subscriptions? What subscription durations should you offer? How do you test UI elements, describe the value of your premium features, and choose what trial options to offer?
In this article, we explore the best practices for creating paywalls for apps in the education category. We also provide some benchmarks and examples to help you optimize your subscription paywalls strategy.
What is paywall A/B testing?
Paywall A/B testing for in-app subscriptions
Paywalls in each app category tend to have some similar features that work best for their specific category. If you check the pricing strategies, trial offers, and subscription durations of your competitors, you’ll notice that the top-ranking apps often follow the same patterns. Copying their paywalls directly may not be the best move, but getting some inspiration and ideas from relevant products is always useful.
If you’re wondering why your in-app subscription isn’t converting well, consider leveraging paywall A/B testing to create an iterative development process. By retesting and reiterating based on the testing results, you could achieve significant positive changes, including improved trial-to-paid conversion rate, increased retention, increased trial start rate, and increased customer LTV (lifetime value).
Optimize In-app Subscriptions Paywalls for Education Apps
Let’s take a look at the paywalls of the top 15 apps in the Education category.
There are several common features you can easily notice in these top 15 education apps paywalls:
No more than 2 different subscription durations are offered. The most common durations are annual and monthly subscriptions.
7-day free trial
Monthly subscription is almost always priced below 10 euro
Similarities in UI: subscription plans offered in rows.
Duolingo Paywall A/B testing
Duolingo is constantly experimenting with its paywalls. As they have highlighted, they are obsessed with A/B testing. Here is a small recap of some of their latest paywall AB testing:
Set of paywalls testing 3 subscription durations (1 month, 6 months, 12 months) offered in one row as vertical widgets with slightly different prices.
Set of paywalls with 2-3 subscription options placed horizontally under each other and same prices.
Set of paywalls explaining how the free trial works and some adjustments to the UI
We have tracked some changes to the main paywall of Duolingo in the last 12 months. We have observed that they have been offering €9, €10, and €12 for monthly subscriptions, and €79, €83, and €87 for annual options. Currently, they are using €10 for monthly and €87 for annual subscriptions.
As of May 2023, Duolingo’s subscription flow is made of four consecutive paywall screens:
This sequence includes:
Value of the premium subscription
Catchy 0.00 euro CTA
Comparison between free and “super” options
Explanation of a 14-day trial, similar to Blinkist’s trial screen
Most popular pricing plans with a link to all pricing options
Here are some more examples of AB testing from top-ranking apps in the category.
We have discovered previous iterations of paywalls for popular apps. Below, you can see the comparison of previous and current paywalls.
Photomath Paywall Variations and A/B testing
Mathway Paywall Variations and A/B testing
Picture This Plant Identifier Paywall Variations and A/B testing
Quizlet App Paywall Variations and A/B testing
Brainly Paywall Variations and A/B testing
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