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How should apps show limited-time subscription discounts in paywalls?

Make the discount impossible to miss, then guide users toward the intended plan. Snapchat changed the paywall headline to a 60% savings claim, added multiple discounted plan cards, marked annual as BEST VALUE, and put a SPECIAL OFFER badge on the purchase surface.

  • By Ali Abouelatta
  • 3 visuals
  • 1 min read
  • monetization · pricing · paywall · conversion
Read as Markdown
Side-by-side Snapchat Plus paywall comparison with the original price-focused screen on the left and the discount-offer experiment on the right.
Lazyweb Research comparison showing Snapchat Plus moving from a price-led subscription page to a discount-led paywall with 60% savings, plan cards, BEST VALUE annual marking, social avatars, and SPECIAL OFFER badge.1640 × 1260opens the full image

The evidence

Lazyweb Research compared Snapchat Plus screenshots where the experiment increased offer salience with percentage savings, tiered plan cards, annual-plan guidance, and offer badges.

What changed

  • Control: price-focused headline and simpler subscription presentation.
  • Experiment: Save 60% on Snapchat+ headline, multiple discounted plans, BEST VALUE annual marking, social proof avatars, and SPECIAL OFFER badge.
  • The experiment changed both the offer framing and the plan-selection architecture.

Why it matters

  • Discounts need visual hierarchy; burying the incentive forces users to calculate value themselves.
  • Plan badges can turn a discount into a routing mechanism toward the higher-commitment option.

Every visual

  • Snapchat Plus control paywall with price-focused subscription messaging.
    The control screen focuses on the subscription price and a simpler Snapchat Plus offer structure.760 × 1180opens the full image
  • Snapchat Plus experiment paywall with Save 60% headline, plan cards, and special offer badge.
    The experiment screen anchors the decision on a 60% savings headline, shows multiple discounted plans, marks the annual option as best value, and adds a visible special-offer treatment.760 × 1180opens the full image

Sources

  1. [1]

    Lazyweb Research: Most up to date mobile A/B test library tracking +1000 apps weekly.

    Get access here

Methodology

Product-experiment write-up by Ali Abouelatta, dated on June 2, 2026. Source links are listed below.

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