# Should mobile apps offer a cheaper web checkout CTA?

Author: Ali Abouelatta
Source date: 2026-06-02
Tags: monetization, pricing, web checkout, paywall
HTML: https://design.lazyweb.com/blog/soundcloud-web-checkout-discount
Markdown: https://design.lazyweb.com/blog/soundcloud-web-checkout-discount.md

Short answer: A cheaper web checkout CTA can work when the savings are simple enough to understand. SoundCloud tested a mobile paywall that included a web-savings option, then moved to a more price-first layout that traded extra discount routing for faster comprehension.

> A cheaper web checkout CTA can work when the savings are simple enough to understand.

## Visuals

### Primary visual: Side-by-side SoundCloud paywall comparison with a web-savings checkout option on the left and a price-first offer on the right.

Image URL: https://design.lazyweb.com/research-assets/soundcloud-web-checkout-discount/01-control-vs-experiment.png
Original image URL: https://design.lazyweb.com/research-assets/soundcloud-web-checkout-discount/01-control-vs-experiment.png
Image description: Lazyweb Research comparison showing SoundCloud moving from an icon-led trial screen with web savings to a photo-led price-first subscription offer.

### Visual: SoundCloud control paywall with a web-savings checkout option.

Image URL: https://design.lazyweb.com/research-assets/soundcloud-web-checkout-discount/02-control.png
Original image URL: https://zlfyzdmohcskkucuunmk.supabase.co/storage/v1/object/public/screenshots/uploaded_soundcloud/compare/2026-01-29/1770569634949_8BDD54FF-C0CE-4A71-99E2-F830EBDB1749_1_105_c.jpeg
Image description: The control screen includes a discounted Continue on web path, giving users a lower-price alternative outside the mobile checkout flow.

### Visual: SoundCloud experiment paywall with a photo-led price-first subscription offer.

Image URL: https://design.lazyweb.com/research-assets/soundcloud-web-checkout-discount/03-experiment.png
Original image URL: https://zlfyzdmohcskkucuunmk.supabase.co/storage/v1/object/public/screenshots/uploaded_soundcloud/paywall/compare/2026-05-24/1779649124007_00_sc_paywall.png
Image description: The experiment screen simplifies the paywall around price-first comprehension instead of making the web discount path the main comparison.

## Evidence

Lazyweb Research compared SoundCloud screenshots where a web-checkout savings path competed with a later price-first paywall treatment.

## What changed

- Control: icon-led trial screen with a web-savings option.
- Experiment: photo-led, price-first subscription offer.
- The experiment reduced discount-path complexity in favor of quicker price comprehension.

## Why it matters

- Web checkout savings can reduce platform fees, but the paywall still has to stay easy to understand.
- If the route adds too much cognitive load, a simpler price-first offer may be easier to act on.

## Sources

- [1] Lazyweb Research: Most up to date mobile A/B test library tracking +1000 apps weekly. [Get access here](https://design.lazyweb.com/monetization#buy)

## Methodology

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

- [Lazyweb Research: mobile A/B test library](https://design.lazyweb.com/monetization#buy)

## Related research

- [How should apps show limited-time subscription discounts in paywalls?](https://design.lazyweb.com/blog/snapchat-special-offer-badge)
- [How are top-grossing apps testing price increases?](https://design.lazyweb.com/blog/pricing-experiments)
- [How did Uber Eats test a benefit list against a benefit grid in its subscription paywall?](https://design.lazyweb.com/blog/uber-eats-benefit-list-paywall)