Been wanting to test different paywall designs but the App Store review process kills momentum.
Takes weeks to get approval and by then the moment is gone.
How do you run meaningful tests without going through that approval nightmare every time?
We usually test copy changes first since they move fast and get decent results.
You can test different paywall layouts and copy without submitting new builds by using remote config tools like Firebase or LaunchDarkly.
This lets you switch between versions instantly and see which one converts better. Just make sure the core functionality stays the same so you don’t trigger review issues.
Server side feature flags work great for this stuff.
Remote config is the way to go but watch out for the testing window. I learned this the hard way when our subscription metrics got messy because we switched variants too quickly.
Run each variant for at least a week to account for different user behaviors throughout the week. Weekend users convert differently than weekday ones.
Also keep your control group stable. Don’t test multiple paywall elements at once or you won’t know what actually moved the needle.
This video breaks down some solid A/B testing approaches for subscription apps that avoid the approval mess:
One thing that worked well for us was testing copy changes first since those are easiest to implement and often give the biggest lifts. Visual changes come after you nail the messaging.
Build the variations into your current app version but hide them behind server flags. Test pricing tiers, button colors, copy, and positioning without touching code that needs review. The key is keeping your subscription logic unchanged while swapping the presentation layer. Run tests for 2-3 days minimum to get clean data. Most apps see 20-40% conversion differences just from small paywall tweaks.