We redesigned the web paywall to better explain our services and make the fee more transparent.

Website analytics showed users were rushing through without understanding the product. We also saw recurring support complaints and account closure requests tied to confusion about the fee.

We introduced a new version of the paywall with clearer messaging and tested it through an A/B/C experiment.

Though the new screen added friction and caused some drop-off at that step, it helped filter out uninterested users earlier. The result: more informed users continued—and the total number of paying customers at the end of the funnel increased.