“in variant C where we gave customers the choice of going to the web with a 30% discount only 68 out of 203 actually started a trial and then converted from that free trial only 68 compared to 75 selected the annual plan inside the app and then 57 selected the monthly plan inside the app”

Even with a 30% discount, only 68 of 203 chose web over IAP — most users prefer in-app

When Dipsy's paywall offered explicit choice — IAP at full price vs web at 30% off — more users chose IAP than web (132 vs 68). Despite the strong financial incentive, users default to the path of least resistance inside the app. A side-by-side choice paywall is unlikely to be the optimal web routing strategy; smarter ML-based routing without explicit user choice likely performs better.