“we've tried putting the monthly plan under sort of like a view all plans button so it wasn't really visible on the first glance and that really helped drive yearly plan adoption a lot like I think like a 15 or 20% percentage point”

Hide the monthly plan to push annual adoption

Mojo showed only the annual plan on the main paywall screen and buried the monthly option behind a 'view all plans' tap. This single layout change drove a 15-20 percentage-point shift toward annual subscriptions, materially lifting ARPU without any price change. If your paywall shows annual and monthly side-by-side, you are giving every user an easy escape valve to the lower-revenue option.