This One Trick Got More Users to Pick Yearly vs. Monthly
Copies it for your coding agent, which checks the fit and builds it · The whole record, as markdown
Mojo's share of yearly subscriptions after showing only the yearly plan, with monthly behind “View all plans”. Company-reported; baseline not given. RevenueCat retells it as a “15–20% lift”, which is a different claim.
Company accounts, not independently verified.
- 8 entries · company accounts
From Mojo, Dark Noise, Fits, Sunflower, Paywalls.Design clients
Overview
Put one plan forward on the paywall's first screen, preselected and priced for comparison, and move the rest behind “View all plans”. It shifts the mix: and may cost overall conversions.
Many buyers take whatever plan is put in front of them: making the plan the business most wants the default captures people who would take it but would not seek it out (Koby Conrad, Sunflower).
Fits when
- Subscription apps that want more buyers on the yearly plan
- Lower-income markets, where showing the yearly price as its monthly equivalent lifted Mojo's revenue most (Brazil and Mexico, least in the USA)
- Teams that will track renewal and churn, not just the plan mix at checkout
Evidence & sources 8 entries
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Good to knowFit and evidence notes
- Fit to consider
- Avoid demoting plans when the outcome that matters is overall initial conversion and the hidden plans include monthly and lifetime options buyers take when shown (Dark Noise).
- Also consider
- Monthly-equivalent labels for annual billing are subject to Apple's rules on price presentation.
- About the evidence
- The two cleanest single-change tests point different ways and measure different things: Mojo measured yearly share and new revenue; Dark Noise measured initial conversions and churn. No source compares long-term revenue or LTV of a demoted lineup against a full one.
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