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Paywall CTA copy benchmarks

21 data-backed questions on Paywall CTA copy benchmarks, from Lazyweb Research — each answer cites proprietary analysis of real, in-market app screens.

Questions
21
With charts
18
With real screens
21
  • By Ali Abouelatta
  • Data as of July 2026
Read as Markdown
All research categories35

21 questions

Every question in this category

  1. Q 01

    What Is the Most Common Paywall CTA Button Text?

    Across 1,886 role-labeled primary paywall CTAs from ~800 tracked mobile apps, the single most common button text is a bare 'Continue' — 350 instances, used by 66 of the 222 companies with a labeled p…    Sincerely paywall screen — real in-market example tracked by Lazyweb Research
  2. Q 02

    'Continue' vs 'Start Free Trial': Which Paywall CTA Do Top Apps Actually Use?

    Across 222 companies with a labeled primary paywall CTA, 103 (46.4%) lead with a trial-promise button (try/start + free/trial) versus 69 (31.1%) that lead with a 'Continue'-style button. So more apps…    Apple Fitness Paywall / Subscription screen — real in-market example tracked by Lazyweb Research
  3. Q 03

    What % of Paywall CTAs Mention 'Free' or a Trial?

    Across 1,886 primary paywall CTAs from ~800 tracked apps, 33.7% (635) contain the word 'free' or 'trial', spanning 118 of 222 companies. Roughly half of those — 16.8% of all primary CTAs (317) — go f…    Night Sky paywall screen — real in-market example tracked by Lazyweb Research
  4. Q 04

    Do Top Apps Put the Price Inside the Paywall Button?

    Across 1,886 primary paywall CTAs from ~800 tracked apps, only 11.6% (219) put a price or billing period inside the button, used by 57 of 222 companies. Price-in-button is a minority pattern — the la…    Fitbod onboarding-paywall screen — real in-market example tracked by Lazyweb Research
  5. Q 05

    How Often Do Apps Use 'Continue' as the Paywall Button?

    Across 1,886 primary paywall CTAs from ~800 tracked apps, 21.1% (397) start with 'Continue' in some form, and the exact bare 'Continue' accounts for 350 of them. At the company level, 69 of 222 compa…    Shein Checkout upsell screen — real in-market example tracked by Lazyweb Research
  6. Q 06

    How Often Do Apps Use 'Subscribe' or 'Subscribe Now' on the Paywall Button?

    Across 1,886 primary paywall CTAs from ~800 tracked apps, 10.0% (188) start with 'Subscribe' — 'subscribe', 'subscribe now', 'subscribe for $3.99/year' — used by 43 companies. Within that, exact 'sub…    Replit paywall screen — real in-market example tracked by Lazyweb Research
  7. Q 07

    How Often Do Paywall Buttons Name the Trial Length?

    Across 1,886 primary paywall CTAs from ~800 tracked apps, 16.8% (317) name an explicit free duration in the button — '3 days free', 'free week', '1 month free'. That's about half of the 33.7% of prim…    Airfun Paywall / Subscription screen — real in-market example tracked by Lazyweb Research
  8. Q 08

    Do Paywall CTAs Use Urgency or Discount Wording?

    Across 1,886 primary paywall CTAs from ~800 tracked apps, only 2.5% (47) use strict urgency or discount wording — 'today', 'limited', 'expires', '% off', 'last chance' — from just 18 companies. Urgen…    Apple Music Checkout upsell screen — real in-market example tracked by Lazyweb Research
  9. Q 09

    What Is the Most Common Price-in-Button Paywall CTA Text?

    Among the 219 primary paywall CTAs that show a price in the button (11.6% of 1,886), the most common exact phrasing is 'Try for $0.00' — 10 CTAs from 5 companies. Notably, the top price button isn't…    Habits All plans screen — real in-market example tracked by Lazyweb Research
  10. Q 10

    How Many Paywall CTAs Are Primary vs Secondary vs Dismiss?

    Of 4,406 paywall CTAs extracted from ~800 tracked apps, 2,679 are role-labeled: 1,886 primary (70%), 597 secondary (22%), and 196 dismiss (7%). The remaining 1,727 (39% of the full corpus) are role-u…    Meitu onboarding-paywall screen — real in-market example tracked by Lazyweb Research
  11. Q 11

    What Secondary CTA Text Appears Most Often on Mobile Paywalls?

    Across 597 secondary paywall CTAs (role-labeled, from a corpus of 2,679 labeled CTAs across ~800 tracked apps), the single most common secondary text is 'view all plans' (34 instances, 10 companies),…    Translate Now paywall screen — real in-market example tracked by Lazyweb Research
  12. Q 12

    How Common Is a 'Restore' Link on Mobile Paywalls, and How Is It Worded?

    Across 597 role-labeled secondary paywall CTAs from ~800 tracked apps, restore-style links account for 18.9% (113 CTAs) and appear across 43 companies — the most broadly adopted secondary affordance…    Onx Offroad paywall screen — real in-market example tracked by Lazyweb Research
  13. Q 13

    'View All Plans' vs 'See All Plans': Which Plan-Comparison Link Do Paywalls Use?

    Across 597 role-labeled secondary paywall CTAs from ~800 tracked apps, the plan-comparison family (view / see / compare plans) accounts for 18.1% (108 CTAs) across 24 companies. Within it, 'view all…    Sincerely paywall screen — real in-market example tracked by Lazyweb Research
  14. Q 14

    How Do Apps Word the Dismiss Option on a Paywall — 'Not Now', 'No Thanks', or 'Cancel'?

    Across 196 role-labeled dismiss CTAs from ~800 tracked apps, the most common exit wording is 'not now' (56 instances, 12 companies), then 'no thanks' (41, 10) and 'cancel' (40, 18). Euphemistic label…    Sincerely paywall screen — real in-market example tracked by Lazyweb Research
  15. Q 15

    What Is the Most Common Paywall CTA in Education Apps?

    Across 443 primary paywall CTAs from 26 tracked Education apps, the single most common button text is 'continue' (77 instances, 8 companies). But the trial-led family is larger in aggregate: free/tri…    Gentler Checkout upsell screen — real in-market example tracked by Lazyweb Research
  16. Q 16

    What Is the Most Common Paywall CTA in Health & Fitness Apps?

    Across 340 primary paywall CTAs from 36 tracked Health & Fitness apps, the top single button text is 'continue' (77 instances, 10 companies). As with Education, the trial-led family leads in aggregat…    Audible paywall screen — real in-market example tracked by Lazyweb Research
  17. Q 17

    What Is the Most Common Paywall CTA in Photo & Video Apps?

    Across 155 primary paywall CTAs from 15 tracked Photo & Video apps, 'continue' is the top single button text (29 instances, 6 companies). Photo & Video is more balanced than Education or Health: cont…    Zero Checkout upsell screen — real in-market example tracked by Lazyweb Research
  18. Q 18

    What Is the Most Common Paywall CTA in Music Apps?

    Across 128 primary paywall CTAs from 15 tracked Music apps, 'subscribe now' is the top button text (14 instances, 4 companies) — Music is the only large vertical where 'continue' is NOT #1. Free/tria…    Ladder paywall screen — real in-market example tracked by Lazyweb Research
  19. Q 19

    What Is the Most Common Paywall CTA in Graphics & Design Apps?

    Across 96 primary paywall CTAs from 9 tracked Graphics & Design apps, 'continue' is the dominant button text (30 instances, 7 companies), and continue-led CTAs make up a majority of the vertical at 5…    Tinder Checkout upsell screen — real in-market example tracked by Lazyweb Research
  20. Q 20

    Which App Categories Lead Their Paywall With a Free Trial vs a Neutral 'Continue'?

    Comparing five verticals with n>=70 primary paywall CTAs (~800 tracked apps), free/trial framing is the plurality in Music (46.1%), Health & Fitness (38.5%) and Education (37.9%), while Graphics & De…    Splice All plans screen — real in-market example tracked by Lazyweb Research
  21. Q 21

    Which App Category Is Most Likely to Put the Price in the Paywall Button?

    Among verticals with n>=70 primary paywall CTAs (~800 tracked apps), Graphics & Design is by far the most likely to embed price in the button at 25.0% (24 of 96 CTAs), followed by Photo & Video at 10…    Fitbod onboarding-paywall screen — real in-market example tracked by Lazyweb Research