“first is like position of the paywall two is totally different paywalls just try different pays... then with done that a bit more localized also into different countries... big layer change when one paywall is working you can do like smaller change within that and then you do price testing”

Iterate paywall in layers: position first, then design, then localization, then price

Mojo's paywall optimization ran as a deliberate sequence: nail position, then A/B full paywall concepts (video vs text, simple vs scrolling), then localize for key non-US markets, then run price tests within the winning concept. Running all these variables simultaneously creates noise. Each layer must stabilize before the next test layer begins.