A/B Testing

Optimize paywall performance with data-driven experiments

Active Tests

4

Running experiments

Completed Tests

12

All time

Best Win Rate

+34%

Annual discount test

Revenue Impact

+$4,820

MRR from winning tests

Hard vs Soft Paywall

Running - Day 18/30
Confidence: 94.2%
Variant A: Hard Paywall Control

Block all premium content behind paywall. No free articles.

Impressions

12,450

Conversions

187

Conv. Rate

1.50%

50% traffic

Variant B: Soft Paywall (5 free) Winner

Allow 5 free articles per month, then show paywall.

Impressions

12,380

Conversions

248

Conv. Rate

2.00%

+33.3% improvement

Annual Discount: 20% vs 30% vs 40%

Running - Day 12/21
Confidence: 78.4%

20% Off Annual

Control

8.2%

upgrade rate

30% Off Annual

Leading

12.4%

+51.2% vs control

40% Off Annual

Variant C

11.8%

+43.9% but lower ARPU

Article Meter Limit: 3 vs 5 vs 10

Running - Day 7/28
Confidence: 52.1% (needs more data)

3 Free Articles

Conv. Rate:2.1%
Paywall Hits:8,420
Bounce Rate:45%

5 Free Articles

Conv. Rate:1.8%
Paywall Hits:6,200
Bounce Rate:32%

10 Free Articles

Conv. Rate:0.9%
Paywall Hits:2,100
Bounce Rate:18%

Completed Tests History

Test Name Type Duration Winner Improvement Confidence Status
Paywall Copy: Urgency vs Value Copy 21 days Value-focused +22% 96.8% Applied
Price Anchoring: Show vs Hide Annual Pricing 14 days Show Annual +34% 99.1% Applied
CTA Button Color: Blue vs Orange Design 28 days No winner +2% 41.2% Inconclusive