A/B-test via Tulo Paywall Experiments

The paywall is one of the highest-impact conversion points in any subscription business. Even small improvements to messaging, design, or offer structure can drive meaningful growth in paying subscribers. A/B testing lets you make those decisions based on data — not guesswork.

Tulo Paywall now supports built-in experiments, making it easy to test different paywall variants against each other. Traffic is split between two or more paywalls based on configurable weights — for example 50/50 or 70/30 — and each visitor is consistently shown the same variant throughout the experiment, ensuring reliable results.

Setup is straightforward: no integration changes needed beyond upgrading to Tulo Paywall JS version 1.5 (most publishers currently run v1.4). Experiments are managed directly in PAP under Marketing and Tulo Paywall, and results are tracked via Engage BI.