Paywall Optimization for Subscription-based Apps

To optimize paywalls, here are the most important paywall screen features you should know.

The paywall screen is the most crucial component of the subscription conversion funnel. It helps you in turning your target users into subscribers. It allows you to market the value of your product and answer any doubts, or uncertainties, that your target consumers may have while deciding whether to subscribe to the Premium version of your service. 

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While a great paywall will not magically compensate for a poor product, optimizing your paywall and freemium approach is critical to developing a successful subscription business. Paywall AB testing is a must-have tactic for any app publisher looking to increase revenue.

To increase conversion rates and optimize your paywall approach in subscription-based apps, the following techniques can be used:

  • Balance in visibility rate of paywalls: If the paywall is too far down the page, users will be too annoyed to click through and subscribe. A highly visible paywall, on the other hand, may limit content discovery and engagement, both of which are necessary for conversion.
  • A/B split testing: A/B testing (also known as split testing) is the practice of comparing numerous new designs of a webpage to the original design of that page in order to determine which design gets the most conversions.
  • Use a dynamic technique to change the wall design on a regular basis: If no adjustments are made to your paywall design, conversion rates will eventually halt. Change your wall design on a regular basis to eliminate habituation and spark click-through.
  • Soft conversion procedures: Prior to a hard paywall, soft conversion procedures, like registration or sign-up, can be done to maximize the conversion rates (by increasing user engagement).

The most important paywall screen features that are essential for a successful conversion rate are listed below:

Text in paywall

You just have a few seconds to demonstrate your worth, just like anywhere else. Instead of emphasizing features, emphasize user advantages – you are not marketing to professionals; the majority of your audience will be first-time users. They don't care how much material you have or what you call your premium. They are just concerned with what they can have.

Try to connect emotionally with the users - You can appeal to the user's rational decision-making by claiming that your fitness program is backed by 10 years of scientific study, or you can claim that a 3-month subscription is the cost of getting your old pants to fit you again. Or $15 if you meet someone new.

Keyword research - employ phrases that people search for in-app stores to boost relevancy. If your top keywords by far are "Fitness tips" and "Health Tracker," make sure you use them at least once

Use information you already have - although your app remains the same, your offering might change based on what customers say during onboarding or what brought them to the premium screen. 

Be short - just a small percentage of your users like reading and thinking.


Value proposition for subscriptions:

There is no such thing as a one-size-fits-all answer. Consider the value you're delivering to your users if you're selling a subscription. How long do your customers stay with you? Is it only temporary? As quickly as feasible, charge. Is it a long-term commitment? Provide lengthier trials and emphasize subscriptions of three months or more.

Given the single-purpose nature of most mobile apps, 1-2 subscription options are sufficient for the majority of them. 

  • More membership plans might help you reach a larger user base. Customers who are satisfied with the standard subscription plan may later upgrade to a higher plan.
  • Tiers can assist you in reaching the section of people who are willing to pay for the finest, regardless of price. It is a small yet lucrative market sector.
  • To target the majority of clients, design the lowest tier around the most popular features.
  • Include additional power-user and sophisticated capabilities in the top tier to justify the increased price.


Paywall displays are subjected to restrictions (iOS | Android). We won't go into specifics because you're undoubtedly familiar with them. You can still be easily rejected if an Apple employee does not like your buy page sufficiently. It may occur after your first or tenth submission. When experimenting with your paywall, always have a backup page that precisely follows the restrictions.

Apple's standards changed slightly last year; you no longer need that big legal paragraph, so you can streamline your paywall a little. Look at Apple's mockups for more info.


Even though we spend half of our lives online, most of us still approach internet purchases with caution or fear of being scammed. Transparency alleviates any anxieties and has a good influence on your clients' buying habits. On your paywall screen, clearly express the following information:

  • Your subscription's pricing
  • Eligibility and terms of the introductory offer
  • The billing cycle length and the next renewal date
  • How to contact support if the user needs assistance

Personalization of the paywall

The better you understand your user, the more personalized your service may be. Based on their group, utilize your onboarding data to illustrate user goals or expected app advantages.

Make it clear to your consumer that they desire to reduce weight. If they get access to your paywall via taping locked function x, that feature should be included in the headline. We understand that too much information might be overwhelming at times, therefore you can also employ "pre-sell" displays.

Important Takeaways for Better Paywall Design

Here are some important aspects to consider when designing a good paywall and subscription screen:

  • Discounted offerings result in greater conversion rates. When giving discounted choices, it is beneficial to employ a different style to underline why customers should select one deal over another.
  • Remind the consumer visually of the goals they will be able to attain by subscribing. Use colors and visuals that are connected to the action to help the user.
  • Make your call-to-action stand out above everything else on the paywall. It must be plainly evident if you want people to do that activity.
  • Avoid emphasizing behaviors you don't want consumers to perform. Don't disguise it, otherwise, people will think they've been duped or that they can't freely select. However, don't go out of your way to call attention to it.


The purchasing page may appear difficult, but if you keep to simplicity and clarity, you can't go wrong. Discuss the benefits of your software, demonstrate that it is well-liked by other users, be transparent, and tailor the experience. And, most importantly, do experiment with it.

If you need assistance carrying out your research, offers an A/B testing tool that allows you to try out paywall variants and confirm or disprove your hypothesis before the app launches. You can display several paywalls to a specific group of your consumers at the same time. The data obtained will suggest which paywall is more successful and drives business KPIs, hence increasing the number of in-app purchases of your product. You can create your paywall with remote configuration.


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