# Should You Add or Remove a Discount Badge? What Companies Actually Do When They Iterate?

Source: Lazyweb Research
Author: Ali Abouelatta, Lazyweb Research
Published: 2026-07-07
Updated: July 2026
Sample size: n=1133
Category: [Does X work? Tactic-level experiment evidence pages](https://design.lazyweb.com/blog/category/does-x-work-tactic-level-experiment-evidence-pages)
Tags: pricing, monetization, paywall, experiments, upsell
HTML: https://design.lazyweb.com/blog/should-you-add-or-remove-a-discount-badge-what-companies-do
Markdown: https://design.lazyweb.com/blog/should-you-add-or-remove-a-discount-badge-what-companies-do.md

**Answer.** Among the discount-touching experiments Lazyweb Research could classify by direction, 238 added a discount versus 68 that removed one — roughly 3.5 additions per removal.[1] Discounts are the most-touched tactic overall, with 1,133 detected experiments across 222 companies.[2] But 792 of those rows could not be cleanly classified, so read the ratio as 'of the classifiable changes.'

> Companies added a discount 238 times versus removing it 68 times among classifiable discount experiments — a 3.5:1 add-to-remove ratio (Lazyweb Research, July 2026, n=1,133).

## The finding: additions dominate, but removals happen

Of 1,133 discount-touching experiments across 222 companies, Lazyweb could classify direction on 341 (238 added, 68 removed, 35 mixed); the other 792 were 'changed/other.'[1][2] The add-to-remove ratio among classifiable rows is about 3.5:1. Discounts are the single most-touched tactic in the corpus (1,133 of 4,814 experiments, 24%),[2][3] which tells you the lever is heavily worked — not that adding always wins.

## When removal shows up

The clearest removal example in the corpus is Cartesia, which stripped its monthly/yearly toggle and its yearly-default 'SAVE 20%' badge, re-anchoring on monthly pricing.[4] The inferred rationale: developers want low-commitment entry, so killing the billing toggle removes a decision before plan selection. Removals cluster where the discount was tied to an annual-commitment framing that the company decided was friction, not incentive.

## How to apply it

Use the 3.5:1 ratio as a weak prior, not a mandate. If your discount is a straightforward 'save X% on annual,' peers overwhelmingly add and keep it (91% of 162 added-discount screens kept it).[5] If the discount is bundled into a billing toggle that adds a decision step, the removal camp — led by developer-audience products — is a real minority worth studying.

## Caveats

Direction is a keyword heuristic over what_changed + learning; 70% of discount rows (792/1,133) could not be classified, so both numbers are shown for honesty.[1] The '%save %' pattern also over-matches. These are observed UI diffs with inferred rationale, not measured lifts.

## The numbers

| Stat | Computed from |
| --- | --- |
| 238 added / 68 removed / 35 mixed / 792 unclassified | direction_split__discount |
| 1,133 discount-touching experiments across 222 companies | tactic_mentions__discount_badges |
| 4,814 total detected experiments (discounts = 24%) | total_detected_experiments; 1133/4814 |
| Cartesia removed its yearly-default 'SAVE 20%' toggle | qualitative: discount badges, cartesia, 2026-07-04 |
| 147 of 162 added-discount screens (91%) kept it | retention__discount |

## Methodology

Universe: 4,814 detected before/after UI experiments across 362 companies in Lazyweb's ~800-app mobile corpus. Direction classified by add/remove keyword heuristic; 792 of 1,133 discount rows unclassified. Detected diffs with inferred rationale, not measured A/B results. July 2026 pull.

## Visual references

Real, in-market app screens tracked by Lazyweb Research:

- Pinterest: https://zlfyzdmohcskkucuunmk.supabase.co/storage/v1/object/public/screenshots/lifestyle2_pinterest/lazyscreenshots/2023_04_16_18-32-45_2559E6C1.png
- Adidas: https://zlfyzdmohcskkucuunmk.supabase.co/storage/v1/object/public/screenshots/sports10_adidas/lazyscreenshots/2023_04_22_18-16-35_133C7DCD.png
- Target: https://zlfyzdmohcskkucuunmk.supabase.co/storage/v1/object/public/screenshots/shopping8_target/backlog/2025_10_26_19-52-13_86BB372E.png
- Wizz: https://zlfyzdmohcskkucuunmk.supabase.co/storage/v1/object/public/screenshots/uploaded_wizz/paywall/compare/2026-05-27/1779937210758_00_Wizz-20260528-030010-01.png

## Sources & citations

- [1] Lazyweb Research analysis of 4,814 detected experiments (362 companies, mobile-app corpus), July 2026. Direction heuristic: 238 added / 68 removed / 35 mixed / 792 unclassified among discount-touching rows.
- [2] Lazyweb Research analysis of 4,814 detected experiments (362 companies, mobile-app corpus), July 2026. 1,133 discount-touching experiments across 222 distinct companies.
- [3] Lazyweb Research analysis of 4,814 detected experiments (362 companies, mobile-app corpus), July 2026. Discounts are 1,133 of 4,814 total detected experiments (24%).
- [4] Lazyweb Research analysis of 4,814 detected experiments (362 companies, mobile-app corpus), July 2026. Cartesia (2026-07-04) removed the billing toggle and yearly-default discount.
- [5] Lazyweb Research analysis of 4,814 detected experiments (362 companies, mobile-app corpus), July 2026. Retention proxy: 147 of 162 screens where a discount was added kept it in later captures.

## Related questions

- [Do Companies That Add Discount Badges to Their Paywall Keep Them?](https://design.lazyweb.com/blog/do-companies-keep-discount-badges-after-testing-them)
- [Do Companies Remove Pricing Tiers — and How Often Is It Tested?](https://design.lazyweb.com/blog/how-many-experiments-touch-pricing-tier-removal)
- [How Many Detected Experiments Change CTA Copy, and What Do Apps Rewrite It To?](https://design.lazyweb.com/blog/how-many-experiments-touch-cta-copy)
- [Do Apps That Add Social Proof to Their Screens Keep It?](https://design.lazyweb.com/blog/do-apps-that-add-social-proof-keep-it)
- [How Many Detected Experiments Touch Social Proof, and What Changed?](https://design.lazyweb.com/blog/how-many-experiments-touch-social-proof)
- [Does Adding Social Proof to the Hero Actually Get Tested?](https://design.lazyweb.com/blog/does-social-proof-in-the-hero-get-tested)
- [Do 'Limited Time Offer' Countdown Timers Get Rolled Back?](https://design.lazyweb.com/blog/do-limited-time-countdown-offers-get-rolled-back)
- [How Many Detected Experiments Touch Urgency or Countdown Timers?](https://design.lazyweb.com/blog/how-many-experiments-touch-urgency-countdowns)

## Explore the evidence

- [Billing toggle experiment kit](https://design.lazyweb.com/blog/billing-toggle-experiment-kit?utm_source=lazyweb&utm_medium=research&utm_campaign=billing-toggle-kit)
- [Cal AI annual-plan and trial presentation](https://design.lazyweb.com/blog/cal-ai-paywall-annual-plan-and-trial)
- [Monthly versus annual billing toggles](https://design.lazyweb.com/blog/monthly-vs-annual-billing-toggle-pricing)
- [Billing cadence versus plan tiers](https://design.lazyweb.com/blog/annual-billing-toggle-vs-plan-tiers)
- [Cal AI trial-introduction screens](https://design.lazyweb.com/flow/cal-ai/onboarding-paywall)

## Continue your research

[Connect Lazyweb to your coding agent](https://www.lazyweb.com/mcp-install)