# Free-trial framing and reassurance copy on paywalls Source: Lazyweb Research 19 data-backed questions on Free-trial framing and reassurance copy on paywalls. HTML: https://www.lazyweb.com/research/category/free-trial-framing-and-reassurance-copy-on-paywalls Markdown: https://www.lazyweb.com/research/category/free-trial-framing-and-reassurance-copy-on-paywalls.md ## Questions - [What percent of paywall primary CTAs lead with a free trial?](https://www.lazyweb.com/research/what-percent-paywall-ctas-lead-with-free-trial) 33.7% of 1,886 primary paywall CTAs (635 buttons) mention 'free' or 'trial' in the button text itself.[1] Trial-led wording is the single most common framing lever after the generic 'Continue' verb,… - ['Continue' or 'Start Free Trial': which paywall CTA verb do apps actually use?](https://www.lazyweb.com/research/trial-led-cta-continue-vs-start-free-trial) 'Continue' is the single most common primary CTA at 21.2% (399 of 1,886), ahead of 'Start' verbs at 16.9% (318) and 'Subscribe' at 11.7% (220).[1] The most common exact button text is bare 'Continue'… - [Do paywalls show the price in the CTA button or only above it?](https://www.lazyweb.com/research/do-paywalls-show-price-in-cta-or-only-above) Only 11.6% of 1,886 primary paywall CTAs (219 buttons) embed a price in the button text; a further 8.2% (155) show a price in the copy above the button but keep the button price-free.[1][2] In the ex… - [What trial lengths do paywalls advertise most — 3, 7, 14, or 30 days?](https://www.lazyweb.com/research/what-trial-lengths-do-paywalls-advertise) Among the 258 primary CTAs that name a trial length, 7-day is the clear leader at 57.4% (148 mentions, 42 companies), followed by 3-day at 20.9% (54 mentions, 9 companies).[1][2] 14-day trails at 31… - [Is a 3-day free trial too short — how many apps actually use it?](https://www.lazyweb.com/research/is-a-3-day-free-trial-too-short-paywall) Only 9 distinct companies advertise a 3-day trial in their primary CTA copy, versus 42 that advertise 7-day.[1] The 54 raw '3-day' mentions are misleadingly concentrated — 34 come from a single app (… - [Is a 7-day free trial the default for mobile paywalls?](https://www.lazyweb.com/research/is-a-7-day-free-trial-the-default) Yes — 7-day is the most-advertised trial length by a wide margin: 148 mentions (57.4% of the 258 length-naming CTAs) from 42 distinct companies, two-thirds of all length-advertising companies.[1][2]… - [Should you offer a 14-day free trial, and which apps do?](https://www.lazyweb.com/research/should-you-offer-a-14-day-free-trial) Only 12 distinct companies advertise a 14-day trial (31 mentions), versus 42 for 7-day — it is the choice of tools that need setup time, not a mainstream default.[1][2] The named 14-day users are tel… - [How common is 'cancel anytime' reassurance copy on paywalls?](https://www.lazyweb.com/research/cancel-anytime-how-common-on-paywalls) 'Cancel anytime' appears on 3.8% of paywall screenshots (102 of 2,708) and is used by 15.9% of companies (40 of 252) somewhere in their paywall copy.[1][2] At the primary-CTA level it is rarer, on 2.… - [How many paywalls say 'no payment due now' or 'you won't be charged'?](https://www.lazyweb.com/research/no-payment-due-now-paywall-reassurance) Almost none in the extracted copy — just 7 paywall screenshots across 5 companies carry 'no payment now / no charge / won't be charged' style reassurance.[1] This is far rarer than 'cancel anytime' (… - [How common is a 14-day free trial on mobile paywalls?](https://www.lazyweb.com/research/14-day-free-trial-paywall-how-common) 14-day trials are rare on mobile paywalls: only 31 of 1,886 primary paywall CTAs (1.6%) name a 14-day (or 2-week) trial, spread across just 12 distinct companies [1][2]. That makes it the least adver… - [3-day vs 7-day vs 14-day: which free-trial length do most apps advertise?](https://www.lazyweb.com/research/trial-length-3-vs-7-vs-14-day-which-to-pick) Among the 63 companies that advertise any trial length on their paywall, 7 days is the clear default: 42 companies (67%) name it, versus 12 for 14-day and 9 for 3-day [1][2][3]. At the CTA level, 7-d… - [Which reassurance line should a paywall use — 'cancel anytime' or 'no payment now'?](https://www.lazyweb.com/research/reassurance-copy-cancel-anytime-vs-no-payment) If you follow the crowd, use 'cancel anytime': 40 of 252 companies (15.9%) put it near the CTA versus just 5 companies for the entire 'no payment now' family [1][2]. But that rarity is exactly why 'n… - [What free-trial lengths do education apps advertise on their paywalls?](https://www.lazyweb.com/research/education-app-3-day-vs-7-day-trial-split) Education is the one vertical where 3-day and 7-day trials run neck and neck: 38 primary CTAs name a 3-day trial vs 37 for 7-day, with 14-day a distant 6 [1]. Education paywalls are also trial-forwar… - [How do Health & Fitness apps frame free trials on their paywalls?](https://www.lazyweb.com/research/health-fitness-trial-framing-paywall) Health & Fitness paywalls are the most trial-led and least price-in-button of the big verticals: 38.5% of 340 primary CTAs mention a free trial, while only 3.8% put a price in the button [1][2]. On l… - [Do Photo & Video apps lead with a free trial or a price on their paywalls?](https://www.lazyweb.com/research/photo-video-app-trial-vs-price-paywall) Photo & Video apps are the least trial-led of the big verticals and the most price-forward: only 23.9% of 155 primary CTAs mention a free trial, while 10.3% put a price in the button — close to the 1… - [How trial-led are music app paywalls?](https://www.lazyweb.com/research/music-app-trial-led-paywall-copy) Music is the most trial-led of the named verticals: 46.1% of 128 primary CTAs mention a free trial — well above the 33.7% all-app baseline — while only 2.3% embed a price [1][2]. On length, 7-day is… - [Which app categories lead hardest with free trials on their paywalls?](https://www.lazyweb.com/research/trial-led-paywall-copy-by-category-comparison) Trial-led framing varies almost 3x by category. Among verticals with enough data, Magazines & Newspapers (50.0%), Books (47.0%) and Music (46.1%) lead; Graphics & Design (15.6%) trails far behind [1]… - [Should the price go inside the paywall button or above it?](https://www.lazyweb.com/research/price-in-cta-vs-above-button-paywall) Most apps keep price out of the button: only 11.6% of 1,886 primary CTAs embed a price, while a further 8.2% show the price in the copy above the button, and roughly 80% show no price in the extracte… - [How do apps disclose the price after a free trial on the paywall?](https://www.lazyweb.com/research/trial-then-price-disclosure-paywall-pattern) The dominant pattern is a 'trial-then-price' line placed above a soft CTA button, not price in the button. Among the 258 primary CTAs that name a trial length, the recurring format is '[N] days free,…