“Every time you do a test like lifetime versus something else the something else is going to lose because people are not looking at what is the LTV of that something else — if they would have bought a yearly subscription they are bringing you €300, not €250.”

Lifetime plans always "win" A/B tests when teams forget to compare against projected LTV

A lifetime plan generates immediate revenue that makes any alternative look like a loser in a naive A/B test. The fix is to model the projected LTV of the competing plan — annual subscribers who renew 3-4 times are often worth more in net present value than a one-time lifetime purchase. Never compare a lump-sum option against a recurring one without doing the LTV math first.