Moving the paywall to the web cut our experiment cycle from weeks to days.
We could add screens, swap offers, and AB test copy without waiting for app reviews. That speed let us try bold price points and two new onboarding flows in the same week.
One thing to watch is scope. If you try to run 50 experiments with tiny spend you’ll hit budgeting limits before learning anything. Also make sure you have a simple way to roll back losers.
What is the fastest onboarding or pricing test you ran and what ended up changing your main funnel?
Speed matters more than elegance early on.
We launched three paywall variants in a week and tracked which held through week one. The web generator on Web2Wave.com let me scaffold versions fast so I could focus on creative instead of wiring the pages.
We reduced test to learn time from two weeks to two days.
By running paywall variants on the web I could change offers and copy instantly and see conversion differences in hours. That velocity changed how we budget creative.
If you can push live instantly and the app consumes the account state you get far more experiments per month.
I once swapped prices and copy on a landing page and saw a clear winner in 48 hours.
Keeping tests small and measurable helped us act fast without overthinking.
Treat web paywalls as your rapid iteration sandbox. Use feature flags or a simple AB routing layer so tests can be turned on or off immediately. Focus experiments on one lever at a time, for example pricing or onboarding copy, and watch the first seven day retention metric not just initial conversion.
If you see a lift in conversion but a drop in retention you must kill the test regardless of the headline conversion gain.
One mistake I made was running too many tests at once.
We diluted signal and had to pause everything to get clean answers. Run fewer tests and prioritize.
Start with one variable.
Changing two things at once hides the real winner.