When the paywall is on the web we went from waiting weeks to shipping new price and offer tests in hours. No app store approvals, no rebuilds. We ran multiple price splits and onboarding variants in parallel and watched cohort conversion and revenue per user within days.
Because attribution and UTMs were preserved we could tie each variant back to its ad creative and quantify revenue lift rather than just install lift. That made A B tests meaningful for ROI instead of vanity metrics.
Iterating on the web also highlighted how offers behave differently on web versus in app. Some onboarding flows that bombed in the app worked on the web and vice versa. The key is to treat them as separate products for analysis.
Who else runs weekly price or onboarding tests on web and how fast do you get reliable signals?
Weekly tests changed our rhythm. I push an offer variant to the web, let it run for a few days, then compare trial to paid conversion. No SDK changes needed.
The Web2Wave approach gave me a base that I could tweak fast so I stopped scheduling releases around app reviews.
We moved to daily creative and weekly pricing tests on web. It shortened our learning cycle massively. With web paywalls you can test copy, price and order of steps and see revenue impact in the next cohort. The platform we use lets me change copy and offers live which is my secret weapon for velocity.
I run pricing A B tests on web for a week and get a clear read. Faster iterations mean we stop guessing and just try more things.
ship a variant test it measure revenue rinse repeat
Speed to experiment is the main lever for optimizing subscriptions. When you can change an offer in hours you run more orthogonal tests and reduce confounding variables. Keep tests focused. Run one change at a time for clear attribution or use a proper factorial design if you need to test multiple elements. Always measure net revenue per cohort not just conversion rate. Web paywalls let you do that without waiting on store cycles which in turn improves decision velocity and ROAS.
We learned to limit test length to the time needed to collect stable paid conversions not installs. For our funnel that was 4 days for initial read and 14 days for revenue confidence. Short tests kept us moving.
We cut test turnaround from three weeks to two days. Faster tests reveal better pricing quickly.