Ali Demirbaş - Lab
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SaaS & B2B

Paywall Timing: Show Early or at the Limit A/B Test

An early upgrade prompt presents the offer before a user reaches a limit; a prompt at the actual limit is more directly relevant but may interrupt active work.

  • SaaS & B2B
  • Upgrade rate

Option A vs Option B

The moment is the variable, not what appears.

Changed
Timing
Page
SaaS & B2B
Difference
changed

Hypothesis

Compare timing with the same offer and usage entitlement, using paid upgrades among all eligible assigned users as the primary outcome.

How to run this test

Primary metric

Upgrade rate

Measure paid upgrades per eligible assigned user over the same follow-up period, including users who never see the prompt.

Other metrics

  • Activation rateCompare core product use using the same start event and follow-up period.
  • Prompt dismissal rateAmong users shown the modal, report dismissals as a diagnostic; keep the primary analysis on all assigned users.
  • Seven-day retentionUse the same definition of active use on day seven after assignment.
  • Support requestsTrack questions about the limit or upgrade prompt using the same visitor denominator.

What to check before and during the test

  • TimingCompare one predefined early trigger with the actual usage-limit trigger.
  • EntitlementsKeep the free usage limit and feature access the same.
  • ContextKeep usage information and offer wording accurate and unchanged.
  • DismissalKeep the ability to dismiss and continue within existing entitlements consistent.
  • EligibilityDefine which users are eligible to upgrade; report trial and paid cohorts separately if relevant.

Setup mistakes to avoid

  1. 1Do not turn an early prompt into a mandatory paywall before the user reaches the limit.
  2. 2Do not require an upgrade prompt that has no close control.
  3. 3Do not change timing and price together.
  4. 4Show remaining usage accurately.
  5. 5Do not show the modal repeatedly.