Mobile paywall design patterns
When to show, what to show, how to compare tiers. The paywall is the single most-tested screen in any subscription app.
The paywall is the screen where users either become customers or leave. Standard patterns and what they actually do:
Hard paywall. Subscribe to use the app. Conversion: lowest, but the users who get past it are most committed.
Soft paywall. Free tier with limited features, premium adds more. Conversion: medium. Most consumer apps live here.
Free trial. 7 days free, then auto-charge. Conversion: highest, but watch the cancel rate. Some users feel tricked.
Reverse trial. All features free for 7 days, then features turn off. Often higher conversion than standard free trial — users feel the loss.
Design rules that hold up:
- 3 tiers max. 5 paralyzes.
- Annual saves shown as "2 months free", not "17% off".
- Real testimonials with photos. Not stock content.
- Clear cancellation. Hidden cancel = bad reviews + Apple/Google warnings.
- Always show what's included in each tier visually, not just price.
What kills conversion:
- Fake urgency ("offer expires in 5:00") — Apple rejects it now.
- Hiding the price below the fold.
- Too many add-ons or upsells in the same flow.
- Forcing payment info before showing the trial value.