How did Uber Eats test a benefit list against a benefit grid in its subscription paywall?
Uber Eats tested a denser Uber One benefit list against a four-card grid, while also changing the free-period label, adding a monthly savings claim, and renaming the CTA to Join Uber One. The screenshots show the observed design change, not a measured winner.
- By Ali Abouelatta
- 3 visuals
- 2 min read
- monetization · paywall · subscription · conversion
The screenshots show the observed design change, not a measured winner.
The evidence
Lazyweb Research compared Uber Eats control and experiment screenshots from its mobile A/B test library. The experiment replaced a card grid with a list that puts more value claims above the fold and aligns the CTA with membership intent.
What changed
- Control: a four-card benefit grid, four-week-free framing, and generic Continue CTA.
- Experiment: a longer benefit list, one-month-free framing, explicit monthly savings, and Join Uber One CTA.
- The layout shifted from visual grouping to faster vertical scanning.
Why it matters
- The variant tests whether a vertical list can reduce comparison effort while keeping more benefit detail visible above the fold.
- A membership-specific CTA makes the intended action more explicit than Continue; teams can test whether that specificity helps their own checkout.
Every visual
The control screen presents Uber One as four separate benefit cards with a four-week-free framing and a generic Continue button.760 × 1180opens the full image 
The experiment screen uses a vertically scannable benefit list, makes the trial one month free, adds a monthly savings claim, and names the action as joining Uber One.760 × 1180opens the full image
Sources
- [1]
Lazyweb Research: Most up to date mobile A/B test library tracking +1000 apps weekly.
Methodology
Product-experiment write-up by Ali Abouelatta, dated on June 3, 2026. Source links are listed below.
