They Changed the Buy Button’s Words: +15% Subscriptions
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Subscriptions reported by Mobills after changing only its button from “Subscribe now” to “Become premium” (in Portuguese). Company-reported with the basis unstated: no comparator, window or sample given.
Company accounts, not independently verified.
- 4 entries · company accounts
From Mobills, Bio à la Une, Paywalls.Design client, Superwall podcast case
Overview
Test a clearer label on the paywall’s main button and compare subscriptions. Mobills reported a 15% increase after changing “Subscribe now” to “Become premium”; keep the rest of the paywall fixed so the test answers one question.
A purchase button's label can be unclear enough to cost conversions; Mobills named a “potentially unclear” subscription call to action as one of its two areas of opportunity (Mobills, in a Firebase case study).
Fits when
- Apps that can serve different labels to separate groups without republishing (Mobills used Firebase Remote Config)
- A direct label like “Subscribe” for less engaged readers (Bio à la Une)
Evidence & sources 4 entries
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Good to knowFit and evidence notes
- Fit to consider
- A generic “Continue” on the step that starts a charge does not say a subscription will begin; Google Play cites a final “continue” tapped without meaning to as a violation.
- About the evidence
- Mobills reports a 15% subscription increase, without sample size, test period, baseline or metric definition; the bundled redesigns do not isolate button wording.
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