How did Uber Eats test a benefit list against a benefit grid in its subscription paywall?

Author: Ali Abouelatta

Tags: monetization, paywall, subscription, conversion

The screenshots show the observed design change, not a measured winner.

Side-by-side Uber Eats paywall comparison with the control grid on the left and the experiment benefit list on the right. — Lazyweb Research comparison showing Uber Eats replacing a four-card Uber One benefits grid with a longer benefit list, one-month-free offer, monthly savings claim, and membership-specific CTA.

Short answer: Uber Eats tested a denser Uber One benefit list against a four-card grid, while also changing the free-period label, adding a monthly savings claim, and renaming the CTA to Join Uber One. The screenshots show the observed design change, not a measured winner.

Evidence

Lazyweb Research compared Uber Eats control and experiment screenshots from its mobile A/B test library. The experiment replaced a card grid with a list that puts more value claims above the fold and aligns the CTA with membership intent.

What changed

Control: a four-card benefit grid, four-week-free framing, and generic Continue CTA.
Experiment: a longer benefit list, one-month-free framing, explicit monthly savings, and Join Uber One CTA.
The layout shifted from visual grouping to faster vertical scanning.

Why it matters

The variant tests whether a vertical list can reduce comparison effort while keeping more benefit detail visible above the fold.
A membership-specific CTA makes the intended action more explicit than Continue; teams can test whether that specificity helps their own checkout.

Sources

[1] Lazyweb Research: Most up to date mobile A/B test library tracking +1000 apps weekly. Get access here

Methodology. Product-experiment write-up by Ali Abouelatta, dated on June 3, 2026. Source links are listed below. Lazyweb Research: mobile A/B test library