MadMuscles
Hey MadMuscles team, here are four ideas for your paywall, each backed by data from 78,000+ paywalls.
of Paywalls 2026
as a working screen
to your art direction
Millions of dollars in subscription revenue pass through Flow Builder every month.
Nearly 500 apps actively build their paywalls and onboarding in it — plenty of them past $100K MRR.
We went through MadMuscles the way a new user does, then held your paywall up against the market.
Adapty powers subscriptions for 30,000+ apps, and this spring we published what 78,000+ of their paywalls show: what converts, by region and category. We took the quiz, reached your paywall, tapped every plan and closed it to see what happens next. Then we compared each part of it with the report.
What follows is four ideas. Each one is a test you can run, and each one is built into a clickable prototype of your own paywall. Benchmarks are for Health & Fitness apps in the US, your biggest App Store market. In the report, the typical US Health & Fitness app turns 2.86% of paywall views into paid users within 30 days.
We did not redesign your paywall
Every screen in the prototype is yours: the photo, the three plan cards with POPULAR and BEST PRICE, FOREVER FIT, the orange Continue in its glow, your prices. Flip “Today” above the phone and you get the paywall exactly as it ships.
You may have tested some of this
We are working from the outside, so we cannot see your experiment history. If one of these is something you have already run, tell us and we will go deeper on the rest.
Your paywall against the report.
| Element | Your paywall | Top paywalls (report) | Signal |
|---|---|---|---|
| Plans | Four: 1, 3 and 6 months as cards, plus lifetime below | 62% show two plans, 20% three, 2% four or moreIn Adapty data, two plan lengths convert 67% better; more plans win only 53% of tests | Test opportunity |
| Pre-selected plan | 1 MONTH, the shortest and most expensive per week | 67% pre-select annualHealth & Fitness in Adapty data: 63.5% annual, 17.3% monthly | Mismatch→ Idea 1 |
| Price framing | Full price per period, plus a price per week on every card | 62% show the full annual price; only 4% break it down by week | Market default |
| Trial and savings | No trial. No feature list and no saving shown | Without a trial, paywalls sell value: 56% show an image, 67% a feature list, 56% a “Save X%” | Mismatch→ Idea 1 |
| Headline | “Get your personalized workout plan”, the same for everyone | 79% use six words or fewer; only 2% use what the app knows about the user | Test opportunity→ Idea 3 |
| Social proof | None on the paywall. Review cards appear on the loader before it | 27% show ratings, reviews or user counts | Test opportunity→ Idea 4 |
| CTA | “Continue”, full width, in a glowing orange frame | “Continue” is the second most common CTA (23%) | Market default |
| Near the CTA | “Automatically renewed, cancel anytime”, plus Terms, Privacy, Subscription Policy | 61% carry a cancelling line; 68% of those say “cancel anytime” | Market default |
| After close | X is visible from the start. Tapping it goes straight to account creation | 90% of apps show the close button right away; only 4% show a second paywall after close | Test opportunity→ Idea 2 |
Top paywalls = 100 top iOS paywalls reviewed in State of Paywalls 2026. These describe common practice, not what converts. The smaller lines and the “after close” share come from Adapty platform data in the same report.
Ranked by what we would test first.
Offer changes first, because that is what wins most often in the report. Each one opens the prototype on its screen.
Open on your 6-month plan
Today the paywall opens with 1 MONTH at 9,99 € selected, the plan with the highest weekly price. Your BEST PRICE badge already sits on 6 MONTHS at 29,99 €, which works out at 1,25 € a week, half of monthly’s 2,50 €. Select it by default and say that saving out loud.
📊 State of Paywalls 2026 · Health & Fitness: annual is pre-selected on 63.5% of paywalls and brings 62% of revenue. See the screen 59% of testsplan-duration tests that raised LTV · report findingOffer a smaller first step on close
Tap X today and the paywall slides away to account creation, right after a loader that says “We prepare special offers for you”. A short sheet with your own 1-month and 3-month plans keeps the door open, with “No thanks” one tap away. No new price is needed.
📊 State of Paywalls 2026: only 4% of apps show a second paywall after close; it beats the main one in 45% of apps. See the screen ARPU +10–15%based on Adapty dataPut their answers in the headline
The quiz asks for a name, a goal, problem areas and how often they can train. Then the headline says “Get your personalized workout plan” to everyone. Read it back instead: “Your Build Muscle plan is ready”, with chest, arms and 3–4 workouts a week underneath.
📊 State of Paywalls 2026: only 2% of top paywalls use what the app knows about the user. See the screen CR +8–17%observed in winning A/B testsShow your 4.4 where the price is
134K ratings at 4.4 on the US App Store, and reviews like “Beginner Friendly”, appear nowhere on the paywall. The review cards on the loader are gone by the time the price shows. One line of rating and one real quote fit above the plans.
📊 State of Paywalls 2026: only 27% of top paywalls show social proof. See the screen CR +10–30%observed in winning A/B testsAll four work on the same moment, the one screen where someone decides: which plan they see first, whether it speaks to them, whether they trust it, and what happens if they say no.
State of Paywalls 2026
78,000+ paywalls, 30,000+ apps, benchmarks by region and category.
Or open it on your phoneScan to try the paywall in your hand.
