How Rash ID boosted revenue and trial quality with anchored subscription options

Intro

Rash ID is an app that uses AI to help users identify and understand skin conditions. A cutting-edge health app, the team needed to optimize its pricing tiers to maximize initial conversion and long-term user value.

Rash ID used Superwall to test the impact of offering more pricing options on overall revenue and trial quality.

The challenge

Rash ID's main challenge was figuring out how to best present their pricing tiers:

• Anchoring effect. The team questioned whether offering more pricing options would confuse users, or if the effect of the price comparison would increase conversion.

• Trial quality. They also needed to know if showing the huge discount provided by the annual plan would attract more long-term users.

• Risk management. The team needed an A/B testing environment to split traffic 50/50 and measure impact accurately before a full deployment.

The solution

Rash ID executed an A/B test on their primary paywall:

• Control paywall. Offered two subscription options—monthly or yearly—without showing which is the best offer.

• Variant paywall. Offered three options—monthly, yearly, or weekly—with annual marked as the best offer.

The test was designed to see if the three-option paywall would lead to a significant lift in both trial starts and long-term revenue.

The results

The paywall with three duration options greatly outperformed the two-option control:

• Initial conversion boost. The three-option paywall showed an immediate boost in trial starts, showing the power of price anchoring.

• ARPU lift. Average Revenue Per User (ARPU) increased by around 20%, as more users were converting and picking a higher price tier.

• Trial quality soared. Conversion to paid increased by over 50%, showing that the new paywall attracted 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.