# What Is Memrise A/B Testing On Its Paywall?

Source: Lazyweb Research
Published: 2026-07-07
Sample size: n=43
Tags: paywall, pricing, monetization, experiments, mobile, trials
HTML: https://www.lazyweb.com/research/memrise-paywall-experiments
Markdown: https://www.lazyweb.com/research/memrise-paywall-experiments.md

**Answer.** Lazyweb Research detected 43 distinct experiments at Memrise (July 2026), and at least 43 touch the paywall — effectively an all-paywall program. [1] In the CTA dataset it runs 16 paywall CTA experiments, 12 of which changed the CTA text — a 75% text-change rate. [2] These are observed variations with inferred rationale, not confirmed A/B tests.

> 12 of 16 detected Memrise paywall-CTA experiments rewrote the button text (July 2026) — one of the highest CTA-copy churn rates among language apps.

## The finding

Lazyweb Research detected **43 distinct experiments** at Memrise, with at least 43 on the paywall — an all-paywall profile. [1] In the CTA dataset it runs **16 paywall CTA experiments, 12 of which changed the CTA text**, a 75% rate that ranks among the highest for language-learning apps. [2]

## Where the experiments concentrate

Memrise pairs a heavily paywall-weighted program with aggressive CTA-copy iteration, contrasting with lower-churn CTA experimenters.

| Metric | Value |
|---|---|
| Total detected experiments | 43 [1] |
| Paywall (lower bound) | at least 43 [1] |
| Paywall CTA experiments (text changed) | 16 (12) [2] |
| CTA text-change rate | 75% [2] |

## How to apply it

Memrise is a benchmark for a language app that treats the paywall CTA as its primary lever — 12 of 16 CTA experiments moved the wording. [2] If your language or education app runs few CTA tests, Memrise sets the upper reference for cadence. Because individual diffs aren't itemized here, cite the 75% text-change rate and the all-paywall focus, not specific copy. All figures are detected variations, not proven winners. [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. [3] CTA claims use the 795-experiment CTA dataset. [2]

## The numbers

| Stat | Computed from |
| --- | --- |
| 43 distinct experiments, at least 43 paywall | company_total:memrise (value 43; paywall 43) |
| 16 paywall CTA experiments, 12 changed CTA text (75%) | paywall_cta_by_company memrise 16/12 |
| 1,425 of 4,814 experiments have no screen category | screen_category_null_on_experiments (1425/4814) |

## Methodology

Universe: 43 distinct Memrise experiments (16 CTA experiments) within 4,814 detected diffs, July 2026. Extraction: LLM-inferred rationale on observed variations. Caveat: detected variations only; volume and CTA-change rate cited rather than individual diffs.

## Sources & citations

- [1] Lazyweb Research analysis of 43 detected experiments (Memrise, ~800-app mobile corpus), July 2026. COUNT(DISTINCT experiment_id) on before/after diffs; paywall split from is_paywall.
- [2] Lazyweb Research analysis of 795 paywall CTA experiments (146 companies), July 2026. paywall_cta_experiments; Memrise 16/12.
- [3] Lazyweb Research analysis of 4,814 detected experiments (276 companies), July 2026. screen_category NULL on 1,425 experiments; surface splits are lower bounds.

## Related questions

- [What Is Drops A/B Testing On Its Paywall And Home?](https://www.lazyweb.com/research/drops-language-app-paywall-experiments)
- [What Is Apple Music A/B Testing On Its Paywall?](https://www.lazyweb.com/research/apple-music-paywall-experiments)
- [Which Apps Run The Most Paywall CTA Experiments?](https://www.lazyweb.com/research/which-apps-run-the-most-paywall-cta-experiments)