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Paywall AB Testing for Subscription-Based IOS and Android Appsby@MichaelStysin
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Paywall AB Testing for Subscription-Based IOS and Android Apps

by Michael StysinApril 15th, 2023
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AB testing is an essential aspect of mobile app development, especially when it comes to subscription-based iOS and Android apps. By conducting AB tests, app developers and marketers can determine which version of their app's paywall design, pricing strategy, and user experience is most effective at driving subscription revenue growth.

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AB testing is an essential aspect of mobile app development, especially when it comes to subscription-based iOS and Android apps. By conducting AB tests, app developers and marketers can determine which version of their app's paywall design, pricing strategy, and user experience is most effective at driving subscription revenue growth.


In this blog post, I will discuss the importance of AB testing for subscription-based mobile apps and delve into the required infrastructure and technical details needed to conduct these tests accurately. I will also explore the metrics that matter for subscription apps and highlight the significance of speed in launching new tests. Finally, I will introduce Qonversion.io, a subscription revenue growth platform that is specifically designed to provide the right infrastructure and tools for mobile apps.

Why Paywalls AB Testing is Important

AB testing is crucial for subscription-based mobile apps because it allows developers and marketers to experiment with different paywall designs and pricing strategies to find the most effective one. With AB testing, two versions of the app's paywall design are presented to different segments of the user base. By analyzing user behavior and conversion rates, the app developers can determine which version performs better and adjust the paywall design accordingly. This process helps improve the conversion rate and revenue growth of the app.

Infrastructure and Technical Details

To conduct AB testing accurately, the required infrastructure must be in place. This infrastructure includes the ability to target specific segments of the user base and accurately measure the results of each test. By using user segmentation, app developers can present different versions of the paywall to specific groups of users based on their demographics, behavior, and preferences. Accurately measuring the results of each test is also critical to determine the effectiveness of each paywall design. The use of analytics tools, such as Google Analytics or Mixpanel is simply not enough to run and measure AB tests for subscription apps. , can help measure user behavior and conversion rates accurately. The most important metrics are hard to track without the analytics built for subscription AB testing.

Metrics that Matter for Subscription Apps AB Testing

When conducting AB testing for subscription-based apps, it is essential to focus on metrics that matter. The most crucial metrics for subscription apps include trial conversions, subscription renewals, and total revenue generated. These metrics help determine the success of the app's paywall design and pricing strategy. By focusing on these metrics, app developers can adjust their paywall design and pricing strategy to maximize revenue growth. Sometimes changing just a little detail in your paywall and pricing can lead to hundreds of percent of growth in a matter of months.

Speed of Launching New Tests

The speed of launching new AB tests is crucial for the success of subscription-based mobile apps. Speed of iteration is the most important skill for successful startups. As Mike Tyson once said, "Speed kills." Paul Graham, co-founder of Y Combinator, also emphasized the importance of speed, stating, "The most successful startups are the ones that manage to iterate quickly." So in the context of mobile app AB testing, the velocity is determined by the infrastructure you have. It is essential to have tools that allow the app to conduct AB tests without releasing new app versions. This way, you can make quick iterations and adjust the paywall design and pricing strategy accordingly without days and weeks of going through app stores reviews for each new test.


Qonversion AB testing Capabilities

Qonversion.io, the platform I co-founded in 2019, is a subscription revenue growth platform specifically designed to provide the infrastructure and tools required for subscription-based mobile apps to conduct AB testing and improve their revenue growth. With Qonversion, app developers can segment their user base and target specific groups of users with different paywall designs and pricing strategies. Qonversion also provides the best subscription analytics to measure the results of each test accurately. Additionally, Qonversion offers in-app purchase validation, revenue tracking, and subscription renewal tracking to provide a complete view of the app's revenue performance.


The Qonversion AB testing tool is like Firebase AB testing but specifically designed to run tests for subscription app paywalls and subscription pricing. You can do all the stuff you used to do with Firebase AB testing, but you get more tools to accurately target what you need. Plus, Qonversion gives you a no-code paywall builder.


No-code paywall builder is a game-changing tool for mobile app product owners. This tool enables product owners to create new paywalls without involving engineers in the process, significantly reducing the time and resources required to launch new tests. You can customize the paywall design to match the app's branding and experiment with different layouts, messaging, calls-to-action, subscription prices, and duration. This tool, combined with Qonversion's precise analytics and AB testing capabilities, can help product owners quickly iterate and optimize their paywall design, resulting in increased subscription revenue growth for their mobile app.


In conclusion, AB testing is crucial for subscription-based mobile apps to improve their revenue growth. The required infrastructure and tools must be in place to conduct these tests accurately, and focusing on the right metrics is critical for success. The speed of launching new tests is essential. By using AB testing and the right tools, app developers and marketers can quickly get to a growth trajectory.