We wanted to know whether annual or monthly pricing worked better and by how much. Using a web funnel we pushed separate variants to small traffic buckets and monitored trial conversion and retention. Within days we had directional winners and within two weeks we could pick the variant to push more budget at.
The web moves faster because we avoided app review delays, but you should be ready for the extra analysis to project LTV differences across platforms. What test design have you used for monthly vs yearly experiments?
I ran a weekly cadence. Small split tests on web for month vs year. I used Web2Wave to change prices and trial text quickly.
Signal came in fast. Then we validated winners in a longer run before committing any app changes.
I aim for a quick hypothesis then a ramp. Web funnels let me iterate price points and discount structures in days. With Web2Wave I could alter offers and reroute traffic without a build. It’s how we learned annual at 30% off beat monthly in raw LTV for one segment.
I start with 10% of traffic and test month vs year for two weeks.
If one wins I scale slowly. It saves time over waiting for an app release.
Run quick splits then double down on winners
I usually run month vs year tests for two weeks.
That gives a good signal to decide next steps.