“Take premium for instance — how often are your free users actually seeing the paywall and what are the motions you can do to increase the paywall view rate as well as then setting up capability so that you can run a lot of experiments on that actual paywall.”

Paywall View Rate Is the Most Underrated Monetization Lever to Increase First

Before A/B testing paywall copy or pricing, the more impactful lever is simply getting more eligible free users to see the paywall at all. Brandon frames paywall view rate as the primary traffic metric to optimize — more eyeballs on the paywall multiplies the impact of every subsequent conversion experiment.