'View All Plans' vs 'See All Plans': Which Plan-Comparison Link Do Paywalls Use?
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 all plans' leads at 34 instances (10 companies), ahead of 'see all plans' (20, 7 companies) and 'view other plans' (17, 2 companies) [2]. 'View all plans' is both the most-used and most company-broad plan-comparison phrasing [2].
'View all plans' (34 instances, 10 companies) outranks 'see all plans' (20, 7) as the top plan-comparison secondary CTA among 597 secondary paywall CTAs, Lazyweb Research July 2026.
The finding
The plan-comparison link — the secondary CTA that expands a single-offer paywall into a full tier list — makes up 18.1% of secondary CTAs (108 of 597), essentially tied with restore links (18.9%) as the dominant secondary pattern [1]. It concentrates in fewer companies (24) than restore (43), meaning it is a slightly more selective choice [1].
Which phrasing wins
| Plan-comparison wording | Instances | Companies |
|---|---|---|
| view all plans | 34 | 10 |
| see all plans | 20 | 7 |
| view other plans | 17 | 2 |
'View all plans' leads on both instances and company breadth; 'view other plans' looks competitive by instance count but comes from just 2 companies, so it is an app-level artifact [2]. The practical read: 'View all plans' is the conventional, most-recognizable choice; 'See all plans' is a common alternative [2].
How to apply it
A plan-comparison link is the standard escape hatch for a paywall that leads with one preselected plan: it lets price-sensitive users find a cheaper or longer tier without cluttering the default view. If you use it, 'View all plans' is the safest label. Keep it visually secondary so it does not pull taps away from your recommended plan's primary CTA [1][2].
Caveats
Only 24 companies use a plan-comparison secondary link, and per-string company counts are small (2-10), so treat the internal ranking as directional [1][2]. Casing and phrasing variants were merged with lower(trim()) before counting; 39% of the full CTA corpus is role='unknown' and excluded [3].
The numbers
| Stat | Computed from |
|---|---|
| view-plans family = 18.1% (108/597), 24 companies; restore family = 18.9% (113), 43 companies | secondary_families |
| view all plans=34 (10 cos); see all plans=20 (7); view other plans=17 (2) | secondary_leaderboard |
| 1,727/4,406 (39%) role='unknown' | role_distribution / smallSampleWarnings |
Sources & citations
- [1] Lazyweb Research analysis of 597 secondary paywall CTAs (~800 tracked apps), July 2026. Secondary CTA family shares; plan-comparison vs restore vs legal. ↩
- [2] Lazyweb Research analysis of 108 plan-comparison secondary CTAs (~800 tracked apps), July 2026. Plan-comparison wording variants; instance and distinct-company counts. ↩
- [3] Lazyweb Research analysis of 4,406 paywall CTAs (~800 tracked apps), July 2026. 39% role='unknown'; excluded from role-based percentages. ↩
Source: Lazyweb Research — proprietary analysis of real, in-market app screens. Cite as Lazyweb Research, 2026-07-07.