Playbook
Increase Revenue, ARPU, and LTV with Paywall A/B Testing
Test paywalls, prices, and offers, then publish the winner with no app release. Superwall lets growth teams raise ARPU and LTV through fast, continuous experimentation.
Raise ARPU and LTV by testing paywalls, prices, and offers. Superwall lets growth teams test paywalls, prices, and offers, then publish the winner, without shipping an app build or waiting on engineering. Revenue is leaking from your funnel — a flat paywall with one price and one offer leaves money on the table.
Why it matters
Most subscription apps cap their revenue not because their product is wrong, but because they can't test the things that move ARPU and LTV fast enough. Every price change, new offer, or paywall redesign waits on the next app release.
Superwall is built to remotely configure and A/B test mobile app paywalls with no app update required. That turns the highest-leverage revenue levers — pricing, offers, and paywall design — into experiments you can run continuously.
Among Superwall customers, "increase revenue / ARPU / LTV" is a top demand signal, and it's almost always reached through the most-requested job of all: fast paywall A/B testing.
What you can do with Superwall
Run paywall experiments. Group paywalls into a campaign that triggers on the placements that matter, add two or more variants, and split traffic to test head to head.
Test prices and offers. Use product and price configuration on the paywall to try monthly vs. annual framing, higher price points, trials, and intro offers, with prices formatted and localized automatically.
Optimize for revenue, not vanity metrics. Read proceeds per user as the default experiment metric, because a higher-converting paywall can still earn less than a higher-priced one.
Prove the lift. Hold out a control group and compare variants with confidence intervals before you publish.
How it works
Build a campaign. A campaign groups paywalls to show when certain placements are registered and audience conditions are met.
Start an experiment. Select an audience, open the Paywalls tab, and add two or more paywalls, then split traffic by percentage. Assignments are sticky, so users keep seeing their variant.
Hold out a control. Set presentation percentages below 100% across your variants so the remaining matched users form a holdout, giving you a true baseline to measure lift against.
Measure what earns. Experiment results show proceeds per user, conversions, trial starts, and subscription starts, with confidence intervals on hover. (Revenue-based metrics require enabling Revenue Tracking in Dashboard Settings first.)
Publish the winner. Roll out the variant that lifts proceeds per user, no app release required.
Proof from customers
Paywall A/B testing and experimentation is the single most common job Superwall customers describe, cited in 75% of reviewed customer calls. Raising revenue, ARPU, and LTV is the outcome they reach through it.
Customers consistently say the value is being able to test paywalls, pricing, and offers quickly without shipping a new build, and to see variants and results in one place.
On measuring revenue honestly, the Superwall docs put it plainly:
Conversion rate alone doesn't account for revenue. Paywall A might show a higher conversion rate, but Paywall B could generate more revenue with higher-priced offerings at lower conversion rates.
Use cases
Price testing for ARPU: Test annual vs. monthly framing and higher price points to raise average revenue per user.
Offer and trial optimization: Introduce intro offers and trials for the right segments and measure their effect on proceeds per user and trial starts.
Recover missed revenue: Test targeted offers and alternate paths for users who would otherwise drop off.
LTV by cohort: Pair experiments with cohorted proceeds to see how net proceeds grow per install cohort over time and whether acquisition pays back.
Get started
- Follow the iOS quickstart or Android quickstart to install the SDK and register your first placement.
- Build and split-test your first revenue experiment in the paywall editor.
- Sign up at Superwall to start raising ARPU and LTV without waiting on the next app release.