Plan count and price display

TL;DR

• Show 2–3 plans; three usually converts best. A lone plan has no anchor and looks expensive.
• Client test: removing an unsold $1.99/month option and showing only the $10/year plan made sales tank.
• Do the math for the user: show the yearly price as per-month or per-week — +38% conversions in Steve’s test.
• On web checkouts, per-day pricing performs best.
• Naming: “Pay as you go” instead of “Weekly” works better for Steve’s team.

Details

Anchoring. A client paywall showed yearly ($10) and monthly ($1.99). Nobody bought monthly, so they cleaned it up to show only the yearly — and sales tanked. Next to $1.99/month, $10/year looks cheap; alone, it looks expensive.¹ Steve’s default: two or three options, three typically best.²

Per-period breakdown. Wanting the $60/year plan to look cheap, Steve displayed each plan’s price divided down (yearly ÷12 or ÷52) instead of only the total; conversions rose 38%.³⁴ On web2app checkouts he finds per-day pricing best, though per-month/per-year can work as well — the key is doing the math for the user.⁵

Naming. Momingo and Steve’s team label the weekly plan “Pay as you go”; it performs better than “Weekly”. Momingo offers yearly with 7-day trial, weekly and lifetime.⁶

Price points. Steve likes $1.99 as an entry price: when he raised a paid kids app from $0.99 to $1.99 he got fewer customers but more money — it signals premium without scaring people off.⁷

Disagreements / caveats

• Store guidelines require the actual billed amount to be the most prominent price; per-period breakdowns must be secondary (Apple has rejected paywalls for this — check current rules).

See also

• Weekly vs monthly vs yearly plans — and which plan gets the trial
• Paid intro offers ($1.99 first month that renews yearly)

Footnotes

1. We’ve Tested 100s of Paywalls. Here’s What Actually Converts. @ 11:45 — Steve P. Young ↩

2. We’ve Tested 100s of Paywalls. Here’s What Actually Converts. @ 12:39 — Steve P. Young ↩

3. The Paywall Strategy That Increased Conversions by 56% @ 16:29 — Steve P. Young ↩

4. The Paywall Strategy That Increased Conversions by 56% @ 18:00 — Steve P. Young ↩

5. The Web2App Playbook: Scale Your App Without App Store Limits @ 14:57 — Steve P. Young ↩

6. App Monetization Tactics No One Is Talking About @ 09:44 — Steve P. Young ↩

7. App Monetization Tactics No One Is Talking About @ 05:45 — Steve P. Young ↩