“We tested a toggle on the top of the application where you could enter a new subscription tier from the top navbar... we almost like discovered new real estate because the design team was really actually like didn't want us to have that topnav.”

One Throwaway A/B Test Drove $50M — Paywall Placement Is Underexplored Real Estate

In 2018 Tinder's revenue team ran what seemed like a small A/B test — a toggle in the top navbar pointing to a new subscription tier. It generated roughly $50M. Jeff's lesson: revenue teams underexplore paywall placement. Think of your UI as real estate, and ask where you haven't yet put a door to premium.