Paywall design: 3 patterns we've tested across 48 apps
Across our 32 shipped apps, we've tried three distinct paywall patterns. Each works well in some contexts and badly in others. This post is what we've learned about matching pattern to app - and the conversion delta we've measured between them.
Pattern A: hard paywall after onboarding
Onboarding ends, paywall appears, user can't reach the app without subscribing or dismissing. Subscription apps frequently use this; productivity utilities almost never.
When it works: the value is obvious from screenshots and the App Store listing. Users self-selected. Many fitness, fasting, and subscription-utility apps run this profitably.
When it fails: when the user can't tell what the app does until they've used it. They dismiss, never come back, and leave a 1-star review about being 'paywalled.'
Pattern B: feature gate on action
The app is fully free until the user attempts a 'pro' action - exporting, syncing, advanced analytics. The paywall appears with context: 'Export to PDF requires Premium.'
This is our most-used pattern, deployed in Simplio Invoice, Habit Tracker Kit, and BodiLog. Conversion rates are lower than hard paywall, but retention and reviews are dramatically better.
Trade-off: you need to identify the right gates. Gating too little leaves money on the table; gating too much feels mean. We aim for 1-2 gates that align with the user's most-engaged action.
Pattern C: free with upgrade nudges
Everything is free, and an unobtrusive 'Premium' link in settings shows what subscribers get (no ads, more themes, faster sync). The paywall is opt-in, not forced.
We use this in apps where the free experience is genuinely the product, and Premium is a 'thanks for the work' more than a feature gate. It's lower-revenue per user but higher-volume.
Simplio Notepad runs this pattern. It's not the highest revenue per user, but it has the highest 30-day retention in our catalog.
Conversion data we've seen
Rough numbers from our own apps (your mileage will vary):
- Hard paywall: 3-7% trial start rate of new users, 30-50% trial-to-paid
- Feature gate: 1-3% conversion of monthly active users, but on a much larger MAU base
- Free with nudge: 0.3-0.8% conversion, but minimal churn and high ratings
Total revenue per cohort tends to be similar across the three; the distribution is just different. Pick by app, not by spreadsheet.
Picking by category
Our heuristic:
- Health, fitness, fasting, finance trackers → hard paywall (users self-select, value is obvious)
- Productivity utilities → feature gate (free core, paid power features)
- Notes, reference, single-purpose tools → free with nudge (charge for the relationship, not the feature)
What we'd do differently
Hard paywall apps need a 7-14 day re-engagement nudge before user lapses. We've underinvested in this and it shows in renewal rates. Push notifications about progress + a one-tap renew shortcut would close the gap.