# What Is AllTrails A/B Testing On Paywall And Signup?

Source: Lazyweb Research
Published: 2026-07-07
Sample size: n=39
Tags: paywall, signup, monetization, experiments, mobile, trials
HTML: https://www.lazyweb.com/research/alltrails-paywall-signup-experiments
Markdown: https://www.lazyweb.com/research/alltrails-paywall-signup-experiments.md

**Answer.** Lazyweb Research detected 39 distinct experiments at AllTrails (July 2026), split across paywall (at least 10) and signup (at least 7), with 4 detected in 2026. [1] AllTrails iterates both its Pro paywall and its account flow at comparable volume — a two-surface pattern for an outdoor-recreation subscription. These are observed before/after variations with inferred rationale, not company-confirmed A/B tests.

> Lazyweb Research detected 39 AllTrails experiments (July 2026), balanced across paywall (10) and signup (7).

## The finding

Lazyweb Research detected **39 distinct experiments** at AllTrails, with at least 10 on the paywall and at least 7 on signup. [1] The balance makes AllTrails a two-surface case study for an outdoor-recreation app converting free hikers into Pro subscribers — both the acquisition flow and the paywall are live test surfaces. Four experiments were detected in 2026.

## How to apply it

AllTrails' balanced paywall/signup split is the benchmark for a freemium recreation app: acquisition and monetization are iterated together, not sequentially. If your app funnels free users toward a Pro tier, use AllTrails to justify testing signup and paywall in parallel rather than treating the paywall as the only conversion surface. [1]

## Caveats

All figures are observed variations with LLM-inferred rationale, not company-confirmed A/B tests — no lift is measured. [1] Surface splits are lower bounds because screen category is unlabeled on 1,425 of 4,814 corpus experiments. [cat_null]

## The numbers

| Stat | Computed from |
| --- | --- |
| 39 distinct experiments; at least 10 paywall, at least 7 signup | company_total:alltrails (value 39; paywall 10, signup 7, in-2026 4) |
| 1,425 of 4,814 experiments have no screen category | screen_category_null_on_experiments (1425/4814) |

## Methodology

Universe: 39 distinct AllTrails experiments (COUNT(DISTINCT experiment_id)) within 4,814 detected before/after UI diffs across 276 companies, July 2026. Extraction: LLM-inferred rationale on observed variations. Caveat: detected variations only, never company-confirmed A/B tests.

## Sources & citations

- [1] Lazyweb Research analysis of 39 detected experiments (AllTrails, ~800-app mobile corpus), July 2026. COUNT(DISTINCT experiment_id) on before/after diffs; surface splits from is_paywall + screen_category.
- [cat_null] Lazyweb Research analysis of 4,814 detected experiments (276 companies, ~800-app mobile corpus), July 2026. screen_category is NULL on 1,425 experiments, so all surface splits are lower bounds.

## Related questions

- [Which Apps Are Adding Pricing Transparency To Their Paywalls?](https://www.lazyweb.com/research/which-apps-add-pricing-transparency-experiments)
- [Which Apps Run The Most Signup And Onboarding Experiments?](https://www.lazyweb.com/research/which-apps-run-the-most-signup-experiments)
- [What Is Apple Fitness A/B Testing On Its Home Screen?](https://www.lazyweb.com/research/apple-fitness-home-experiments)