“Before our mix of yearly and monthly subscriptions was 56 yearly and after changing that blinkist style paywall to show the yearly by default and adding the quick subscribe our yearly subscriptions are now 76 versus 56 — and we have better long-term value for yearly subscriptions.”

Default-Annual Paywall Moved Annual Mix From 56% to 76% in Weeks

Two simultaneous changes — defaulting the paywall to the annual plan with a 'see all plans' link, plus a quick-subscribe card in main tabs — shifted None to Run's subscription mix from 56% annual to 76% annual within weeks. Yearly subscribers have better LTV than monthly despite half the per-cycle price, because retention is higher. Guiding users toward annual is both better for the business and better for the user.