What Is Memrise A/B Testing On Its Paywall?
- By Ali Abouelatta
- n = 43
- Published
- Updated
- 2 min read
- paywall · pricing · monetization · experiments · mobile · trials
Short answer
Lazyweb Research detected 43 distinct experiments at Memrise (July 2026), and at least 43 touch the paywall — effectively an all-paywall program. source[1] In the CTA dataset it runs 16 paywall CTA experiments, 12 of which changed the CTA text — a 75% text-change rate. source[2] These are observed variations with inferred rationale, not confirmed A/B tests.
12 of 16 detected Memrise paywall-CTA experiments rewrote the button text (July 2026) — one of the highest CTA-copy churn rates among language apps.
Bar chart · Value
Value — Where the experiments concentrate
One block is about 2.7 Value
- Total detected experiments
- 43 [1]
- Paywall (lower bound)
- at least 43 [1]
- Paywall CTA experiments (text changed)
- 16 (12) [2]
- CTA text-change rate
- 75% [2]
The finding
Lazyweb Research detected 43 distinct experiments at Memrise, with at least 43 on the paywall — an all-paywall profile. source[1] In the CTA dataset it runs 16 paywall CTA experiments, 12 of which changed the CTA text, a 75% rate that ranks among the highest for language-learning apps. source[2]
Where the experiments concentrate
Memrise pairs a heavily paywall-weighted program with aggressive CTA-copy iteration, contrasting with lower-churn CTA experimenters.
How to apply it
Memrise is a benchmark for a language app that treats the paywall CTA as its primary lever — 12 of 16 CTA experiments moved the wording. source[2] If your language or education app runs few CTA tests, Memrise sets the upper reference for cadence. Because individual diffs aren't itemized here, cite the 75% text-change rate and the all-paywall focus, not specific copy. All figures are detected variations, not proven winners. source[1]
Caveats
All figures are observed variations with LLM-inferred rationale, not company-confirmed A/B tests — no lift is measured. source[1] Surface splits are lower bounds. source[3] CTA claims use the 795-experiment CTA dataset. source[2]
The numbers
| # | Stat | Computed from |
|---|---|---|
| [1] | 43 distinct experiments, at least 43 paywall | company_total:memrise (value 43; paywall 43) |
| [2] | 16 paywall CTA experiments, 12 changed CTA text (75%) | paywall_cta_by_company memrise 16/12 |
| [3] | 1,425 of 4,814 experiments have no screen category | screen_category_null_on_experiments (1425/4814) |
Methodology
Universe: 43 distinct Memrise experiments (16 CTA experiments) within 4,814 detected diffs, July 2026. Extraction: LLM-inferred rationale on observed variations. Caveat: detected variations only; volume and CTA-change rate cited rather than individual diffs.
Sources
- [1]
Lazyweb Research analysis of 43 detected experiments (Memrise, ~800-app mobile corpus), July 2026
COUNT(DISTINCT experiment_id) on before/after diffs; paywall split from is_paywall.
- [2]
Lazyweb Research analysis of 795 paywall CTA experiments (146 companies), July 2026
paywall_cta_experiments; Memrise 16/12.
- [3]
Lazyweb Research analysis of 4,814 detected experiments (276 companies), July 2026
screen_category NULL on 1,425 experiments; surface splits are lower bounds.
Source: Lazyweb Research — proprietary analysis of real, in-market app screens. Cite as Lazyweb Research, 2026-07-07.