If you have a mobile app that offers premium features, you know how important it is to have a well-designed paywall. The paywall is the page where users purchase premium features, and it can make or break your app’s revenue. In this article, we will discuss some tips for creating effective paywalls that can help boost your subscription conversions.
UX Design Elements for a High-Converting Paywall
A paywall is an essential part of a subscription-based business model. It’s the gateway for mobile app users to access your premium features and content. To ensure that the paywall effectively converts users into paying subscribers, it should be well-designed with the correct user experience elements.
Firstly, provide detailed information about the premium features. But instead of using bullet points only, use a combination of text and visual elements to communicate what the user gets if they purchase the premium subscription. This can include screenshots or videos that showcase the premium features in action or icons that represent the benefits of the premium subscription.
Secondly, use catchy headlines and provide different pricing options. Rather than having a single, rigid price for the premium subscription, offer other subscription options, such as monthly, yearly, or lifetime purchases. This provides users with the flexibility to choose what works best for them. Additionally, provide information about the cost-effectiveness of each option, such as how much users can save by choosing an annual subscription.
Thirdly, include a big button at the bottom of the permanently attached paywall so that users can click anytime. To draw users’ attention, the button should have an attention-grabbing animation, such as a slight movement. This helps to ensure that users can easily access the premium subscription page whenever they want to.
Fourthly, display social proof. This can include information about the application’s good rating in the app store and user reviews. Testimonials from happy users can go a long way in convincing potential subscribers that the premium subscription is worth it.
Lastly, describe the features and benefits that users get with the premium subscription. Use clear, concise language to communicate what the user receives and how it can benefit them. This can include ad-free browsing, access to exclusive content, and additional features unavailable to non-subscribers.
You can create an informative, visually appealing, and user-friendly paywall by incorporating these design elements. A well-designed paywall can increase the paywall visibility rate and users’ likelihood of subscribing to your premium features, generating more revenue for your business.
Additional Tips for an Effective Paywall Optimization
But creating a high-converting paywall requires more than just incorporating design elements. To maximize the effectiveness of your paywall, consider the following additional tips:
- Adding screenshots of premium features that are not visible in the freemium version of the app. This helps showcase the premium subscription’s additional benefits and can encourage users to upgrade.
- Use the “close button” trick. Delay the appearance of the close button for a few seconds after the paywall is displayed. This forces users to take a more extended look at the paywall and increases the likelihood of subscribing.
- Provide a trial version for any premium subscription. A 30-day trial for monthly subscriptions and a 7-day trial for annual subscriptions can give users a taste of what they can expect with the premium features. Ensure to clearly communicate to users how the trial works and that they will not be charged if they turn off their subscription.
- Include a special offer with a countdown timer. This creates a sense of urgency and can encourage users to subscribe before the offer expires.
- Be transparent with your users. Include an FAQ section at the end of the paywall that answers common questions such as “Can I turn off my subscription at any time?” or “How does the trial work?”. This shows that you care about your users and are willing to be open and honest with them.
What to Avoid in Your Paywall?
While there are many effective strategies for designing a high-converting paywall, some common mistakes should be avoided.
It includes avoiding using generic terms like “subscription” or “purchase” in your paywall. Instead, use phrases like “Go Pro”, “Go Unlimited”, “Go Exclusive”, “Start trial”, or “Start Premium”. These phrases are more engaging and can create a sense of exclusivity and excitement around your premium subscription.
Moreover, don’t make the mistake of offering only one type of subscription with a rigid price. It’s essential to give users a choice of buying options, such as monthly, yearly, or lifetime purchases. Additionally, you can convert the cost-effectiveness of an annual subscription to a monthly basis and suggest which option is the most popular.
And what’s also crucial is not showing the paywall too early or too often. Ideally, the paywall should be displayed immediately after onboarding or when a user tries to use a premium feature. However, avoid being too aggressive and showing the paywall whenever the user opens the app. This can be overwhelming and may turn off potential subscribers.
When should you display your paywall?
Knowing when to display your paywall is as crucial as how to design it. Timing is critical because showing the paywall too early or too late can negatively impact user experience and conversion rates. There are several best practices on how to approach the paywall page.
One is to show the paywall immediately after onboarding. This is where the user is most engaged and interested in your app’s features, and they may be more likely to consider purchasing a premium subscription.
You can also show the paywall when the user first opens the app. However, be careful not to be too aggressive and overwhelm the user with the paywall. You can show the paywall when the user opens the app or every few openings. This can depend on the type of app and user behavior.
Consider showing the paywall when the user tries to use a premium feature only available with a subscription. This effectively communicates the value of your premium subscription and encourages users to upgrade.
Moreover, you can include an icon or widget on the home screen of your app that reminds users of your premium subscription and takes them to the paywall when clicked. This can be a helpful way to keep the option of upgrading top of mind for users.
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Improving paywall visibility rate and conversion
Optimizing your paywall is crucial for driving revenue and retaining customers in a subscription-based model. By implementing practical design elements, including clear and concise information, available buying options, and social proof, you can create a paywall that communicates the value of your premium subscription and encourages users to upgrade. You can also make a user-friendly and effective paywall by avoiding common mistakes such as rigid pricing, vague language, and not providing trial versions. Finally, by considering the right timing for displaying your paywall, you can balance encouraging users to upgrade and providing a positive user experience. Following these best practices and continually testing and refining your paywall can drive conversions and create a successful subscription-based business model.
