Paywall
The screen that converts non-paying users into subscribers — showing plan options, pricing, and a call to action, remotely configurable without an app update.
Definition
A paywall is the UI screen presented to users to prompt them to subscribe or purchase. It typically displays subscription plan options (monthly, annual, lifetime), prices, feature lists, and a call-to-action button. Modern paywalls are remotely configured — their layout, copy, pricing, and design live on the server and can be changed without releasing a new app version.
Paywall optimization is one of the highest-ROI activities in subscription apps. Small changes to copy, pricing display, or plan ordering can significantly impact conversion rates. Remote configuration enables A/B testing and rapid iteration without App Store review cycles.
Examples
- A fitness app shows a paywall with "Monthly" ($9.99) and "Annual" ($69.99, save 42%) options after the user completes their first workout. The annual option is pre-selected.
- Tierux's paywall builder provides a visual drag-and-drop editor with a live phone preview. Changes are saved server-side and fetched by the client SDK at runtime.
- A paywall configured to show a win-back offer to lapsed subscribers — discounted pricing and different copy than the standard paywall for new users.
Entitlement
A successful paywall conversion creates an entitlement — the server-side record of access.
Win-back
Paywalls can be configured with win-back offers to re-convert lapsed subscribers.
ARPU
Paywall optimization directly impacts ARPU by improving free-to-paid conversion rates.
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