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

Author: Ali Abouelatta
Source date: 2026-06-02
Tags: monetization, pricing, paywall, conversion
HTML: https://lazyweb.com/research/snapchat-special-offer-badge
Markdown: https://lazyweb.com/research/snapchat-special-offer-badge.md

## Primary visual

Local image URL: https://lazyweb.com/research-assets/snapchat-special-offer-badge/01-control-vs-experiment.png
Original image URL: https://www.lazyweb.com/research-assets/snapchat-special-offer-badge/01-control-vs-experiment.png
Alt text: Side-by-side Snapchat Plus paywall comparison with the original price-focused screen on the left and the discount-offer experiment on the right.
Image description: 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.

Short answer: 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.

## 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.

## Sources

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