“The conversion behavior of users during onboarding and post onboarding is different, so you probably want a different build for the two. When you AB test your paywall, separate the analysis between the onboarding paywall and the post onboarding paywalls.”

A/B test onboarding paywalls separately from post-onboarding paywalls

A free-vs-paid comparison chart can hurt the first paywall but help a later one shown after a user hits a gated feature — they already know free. Treating both contexts as one test averages out opposite effects, hiding the real signal. Caveat: ~80% of conversions happen on the day-one paywall, so this segmentation only pays off past roughly $100K/month.