Subscription price increase calculator
Enter your current and new price to see how many buyers you can lose before the higher price earns less per paywall view, and how big a test you need to check.
You can lose up to 23.1% of buyers before $12.99 earns less
Conversion can fall from 4.00% to 3.08% of paywall views before revenue over 12 months drops below today.
Revenue at $12.99 if buyers change
| Buyers | Conversion | Per 1,000 views | vs today |
|---|---|---|---|
| No change | 4.00% | $1,452 | +30.0% |
| -5% | 3.80% | $1,379 | +23.5% |
| -10% | 3.60% | $1,307 | +17.0% |
| -15% | 3.40% | $1,234 | +10.5% |
| -20% | 3.20% | $1,161 | +4.0% |
| -23.1% (break-even) | 3.08% | $1,117 | 0.0% |
| -25% | 3.00% | $1,089 | -2.5% |
| -30% | 2.80% | $1,016 | -9.0% |
Today: $1,117 per 1,000 paywall views over 12 months, after the store fee. Break-even is the row where revenue matches today.
Testing the new price
A 50/50 price test needs about 6,277 paywall views per price, about 11 days at 1,200 views a day to tell a change in buyers as large as the break-even (-23.1%) from no change, at 95% confidence and 80% power. Smaller changes take longer to see, so a test this size can confirm a big loss of buyers but not prove a small one.
Assumes the same refund rate at both prices and a constant renewal rate. Covers new buyers only, not existing subscribers moved to the new price. How this works
Questions people ask
How much conversion can I lose when I raise the price?
If renewals stay the same, the most you can lose is one minus the old price divided by the new price. A rise from $9.99 to $12.99 can lose up to 23.1% of buyers before revenue per view falls. Lose fewer and the new price earns more.
Why does the renewal rate matter?
A higher price can make people cancel sooner. Each subscriber then pays fewer times, so the new price needs more buyers to break even. If you don't know yet, keep both renewal rates equal and rerun the numbers once you have a month of data.
Does the store fee change the answer?
Not the break-even. The fee takes the same share of both prices, so it cancels out. It only changes the money amounts in the table.
How should I test a price increase?
Show the new price to half of new users and compare revenue per paywall view, not conversion alone. Decide the test length before you start: the calculator shows how many views a test needs to see a drop as large as the break-even. The paywall A/B test calculator reads the result.
What about my existing subscribers?
This calculator covers new buyers only. Moving current subscribers to a higher price has its own cancellations, and the stores have rules about notifying people, so plan that separately.
Get your test results in your inbox every Monday
We're building a weekly report for subscription apps. You upload your RevenueCat Experiments export, and each Monday you get, for every running paywall test:
- The chance the new paywall earns more per view, with a likely range
- A warning when the traffic split is off and the result can't be trusted
- About how many more days the test needs
- One concrete test to run next
RevenueCat already emails each variant's conversion and realized LTV against control. This report tells you whether the difference is real and what to do about it.
Planned price: $49 a month, or $99 for teams.