“the headline is that realized LTV less than a month in... is 60% lower on the people who saw monthly... of the people who saw the annual as a default around 800 of them went with annual but almost 400 selected monthly.”

Pre-Selecting Annual Drove 10% More Conversions and 60% Higher Realized LTV Than Monthly Default

David ran his first-ever A/B test: annual pre-selected vs monthly pre-selected. Monthly default got 10% more total conversions (people clicked through more at $4 vs $40), but realized LTV at 30 days was 60% lower because most stayed monthly. Annual default lost that top-of-funnel edge but captured far more up-front revenue per subscriber. For most apps, defaulting to annual is the right call even knowing some users will switch to monthly.