# Paywall CTA copy benchmarks Source: Lazyweb Research 21 data-backed questions on Paywall CTA copy benchmarks. HTML: https://www.lazyweb.com/research/category/paywall-cta-copy-benchmarks Markdown: https://www.lazyweb.com/research/category/paywall-cta-copy-benchmarks.md ## Questions - [What Is the Most Common Paywall CTA Button Text?](https://www.lazyweb.com/research/most-common-paywall-cta-button-text) Across 1,886 role-labeled primary paywall CTAs from ~800 tracked mobile apps, the single most common button text is a bare 'Continue' — 350 instances, used by 66 of the 222 companies with a labeled p… - ['Continue' vs 'Start Free Trial': Which Paywall CTA Do Top Apps Actually Use?](https://www.lazyweb.com/research/continue-vs-start-free-trial-paywall-cta) Across 222 companies with a labeled primary paywall CTA, 103 (46.4%) lead with a trial-promise button (try/start + free/trial) versus 69 (31.1%) that lead with a 'Continue'-style button [1]. So more… - [What % of Paywall CTAs Mention 'Free' or a Trial?](https://www.lazyweb.com/research/what-percent-paywall-ctas-mention-free-trial) Across 1,886 primary paywall CTAs from ~800 tracked apps, 33.7% (635) contain the word 'free' or 'trial', spanning 118 of 222 companies [1]. Roughly half of those — 16.8% of all primary CTAs (317) —… - [Do Top Apps Put the Price Inside the Paywall Button?](https://www.lazyweb.com/research/do-apps-put-price-in-paywall-button) Across 1,886 primary paywall CTAs from ~800 tracked apps, only 11.6% (219) put a price or billing period inside the button, used by 57 of 222 companies [1]. Price-in-button is a minority pattern — th… - [How Often Do Apps Use 'Continue' as the Paywall Button?](https://www.lazyweb.com/research/how-often-continue-used-paywall-button) Across 1,886 primary paywall CTAs from ~800 tracked apps, 21.1% (397) start with 'Continue' in some form, and the exact bare 'Continue' accounts for 350 of them [1]. At the company level, 69 of 222 c… - [How Often Do Apps Use 'Subscribe' or 'Subscribe Now' on the Paywall Button?](https://www.lazyweb.com/research/how-often-apps-use-subscribe-paywall-button) Across 1,886 primary paywall CTAs from ~800 tracked apps, 10.0% (188) start with 'Subscribe' — 'subscribe', 'subscribe now', 'subscribe for $3.99/year' — used by 43 companies [1]. Within that, exact… - [How Often Do Paywall Buttons Name the Trial Length?](https://www.lazyweb.com/research/how-often-paywall-buttons-name-trial-length) Across 1,886 primary paywall CTAs from ~800 tracked apps, 16.8% (317) name an explicit free duration in the button — '3 days free', 'free week', '1 month free' [1]. That's about half of the 33.7% of… - [Do Paywall CTAs Use Urgency or Discount Wording?](https://www.lazyweb.com/research/do-paywall-ctas-use-urgency-wording) Across 1,886 primary paywall CTAs from ~800 tracked apps, only 2.5% (47) use strict urgency or discount wording — 'today', 'limited', 'expires', '% off', 'last chance' — from just 18 companies [1]. U… - [What Is the Most Common Price-in-Button Paywall CTA Text?](https://www.lazyweb.com/research/most-common-price-in-paywall-button-text) Among the 219 primary paywall CTAs that show a price in the button (11.6% of 1,886), the most common exact phrasing is 'Try for $0.00' — 10 CTAs from 5 companies [1][2]. Notably, the top price button… - [How Many Paywall CTAs Are Primary vs Secondary vs Dismiss?](https://www.lazyweb.com/research/how-many-paywall-ctas-are-primary-vs-secondary) Of 4,406 paywall CTAs extracted from ~800 tracked apps, 2,679 are role-labeled: 1,886 primary (70%), 597 secondary (22%), and 196 dismiss (7%) [1]. The remaining 1,727 (39% of the full corpus) are ro… - [What Secondary CTA Text Appears Most Often on Mobile Paywalls?](https://www.lazyweb.com/research/most-common-secondary-paywall-cta-text) Across 597 secondary paywall CTAs (role-labeled, from a corpus of 2,679 labeled CTAs across ~800 tracked apps), the single most common secondary text is 'view all plans' (34 instances, 10 companies),… - [How Common Is a 'Restore' Link on Mobile Paywalls, and How Is It Worded?](https://www.lazyweb.com/research/how-common-restore-link-mobile-paywalls) Across 597 role-labeled secondary paywall CTAs from ~800 tracked apps, restore-style links account for 18.9% (113 CTAs) and appear across 43 companies — the most broadly adopted secondary affordance… - ['View All Plans' vs 'See All Plans': Which Plan-Comparison Link Do Paywalls Use?](https://www.lazyweb.com/research/view-all-plans-vs-see-all-plans-paywall-secondary-cta) Across 597 role-labeled secondary paywall CTAs from ~800 tracked apps, the plan-comparison family (view / see / compare plans) accounts for 18.1% (108 CTAs) across 24 companies [1]. Within it, 'view… - [How Do Apps Word the Dismiss Option on a Paywall — 'Not Now', 'No Thanks', or 'Cancel'?](https://www.lazyweb.com/research/paywall-dismiss-cta-copy-not-now-maybe-later) Across 196 role-labeled dismiss CTAs from ~800 tracked apps, the most common exit wording is 'not now' (56 instances, 12 companies), then 'no thanks' (41, 10) and 'cancel' (40, 18) [1]. Euphemistic l… - [What Is the Most Common Paywall CTA in Education Apps?](https://www.lazyweb.com/research/most-common-paywall-cta-education-apps) Across 443 primary paywall CTAs from 26 tracked Education apps, the single most common button text is 'continue' (77 instances, 8 companies) [1]. But the trial-led family is larger in aggregate: free… - [What Is the Most Common Paywall CTA in Health & Fitness Apps?](https://www.lazyweb.com/research/most-common-paywall-cta-health-fitness-apps) Across 340 primary paywall CTAs from 36 tracked Health & Fitness apps, the top single button text is 'continue' (77 instances, 10 companies) [1]. As with Education, the trial-led family leads in aggr… - [What Is the Most Common Paywall CTA in Photo & Video Apps?](https://www.lazyweb.com/research/most-common-paywall-cta-photo-video-apps) Across 155 primary paywall CTAs from 15 tracked Photo & Video apps, 'continue' is the top single button text (29 instances, 6 companies) [1]. Photo & Video is more balanced than Education or Health:… - [What Is the Most Common Paywall CTA in Music Apps?](https://www.lazyweb.com/research/most-common-paywall-cta-music-apps) Across 128 primary paywall CTAs from 15 tracked Music apps, 'subscribe now' is the top button text (14 instances, 4 companies) — Music is the only large vertical where 'continue' is NOT #1 [1]. Free/… - [What Is the Most Common Paywall CTA in Graphics & Design Apps?](https://www.lazyweb.com/research/most-common-paywall-cta-graphics-design-apps) Across 96 primary paywall CTAs from 9 tracked Graphics & Design apps, 'continue' is the dominant button text (30 instances, 7 companies), and continue-led CTAs make up a majority of the vertical at 5… - [Which App Categories Lead Their Paywall With a Free Trial vs a Neutral 'Continue'?](https://www.lazyweb.com/research/which-verticals-lead-paywall-with-free-trial-vs-continue) Comparing five verticals with n>=70 primary paywall CTAs (~800 tracked apps), free/trial framing is the plurality in Music (46.1%), Health & Fitness (38.5%) and Education (37.9%), while Graphics & De… - [Which App Category Is Most Likely to Put the Price in the Paywall Button?](https://www.lazyweb.com/research/which-vertical-uses-price-in-paywall-button-most) Among verticals with n>=70 primary paywall CTAs (~800 tracked apps), Graphics & Design is by far the most likely to embed price in the button at 25.0% (24 of 96 CTAs), followed by Photo & Video at 10…