“Changing the opacity of the X button on the paywall to 80% increases Revenue 20%. You're like okay why do I even try? I've built a long buildout feature that has very little impact even though it's beautiful.”

Test Big Swings First — X-Button Opacity Change Beat Months of Feature Work

Opal ran A/B tests on major features and minor UI details alike. The most jarring result: making the dismiss X button slightly less opaque on the paywall lifted revenue by 20%, while weeks-long feature builds moved nothing. This is an argument to ruthlessly estimate expected uplift before starting any build, and to run the quick-win tests first before long investments.