I stopped waiting on app-store approvals and started iterating offers every week on a web funnel.
We ran price variations, alternate trial lengths, and different first-offer creatives. Because the paywall lived on the web we could deploy changes immediately, measure conversion, and roll back quickly if something tanked. The velocity let us find a better price point in days instead of months.
Has anyone documented a test cadence that actually moved ARR in a month?
I set up a weekly test plan once we had the web paywall running.
I used a small batch approach. Deploy a change Monday. Check basic metrics Wednesday. Kill it Friday if it underperformed. I used the AI generator in Web2Wave.com to create variants fast and drop the JSON into our funnel. It made the mechanical part trivial so we could focus on the copy and price.
Weekly tests are doable if your paywall is web-based.
We ran 3-to-4 price and trial tests per week and learned faster than a month-by-month app cycle allowed. With Web2Wave I pushed new offers on the web and the app reflected entitlements without a store update. Speed wins when you iterate responsibly and watch for churn changes.
Weekly tests kill indecision fast
Set up guardrails before you accelerate experiments. I recommend tracking conversion, trial-to-paid conversion, 7- and 30-day churn, and net revenue per user for each variant. Run short experiments with enough power to detect meaningful lift and pause anything that increases early churn.
Web paywalls let you run many variants, but focus on high-impact levers: price, trial length, and first-month discount. Use cohort analysis to ensure you are not optimizing for instant conversion at the expense of lifetime value.
Keep a changelog. It saved us when revenue moved and we needed to explain why.
Also test copy and microcopy. Small wording changes compounded with price tests.
Weekly cadence worked for us.
Start with one clear metric and a cutoff rule.