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App paywall survey template

Learn why people close the paywall, and what price would feel fair

Three quick questions for the moment someone dismisses your paywall again: what stopped them, which plan they were looking at and what they would pay each month. Usertick reads every typed Other reason and files it under a category for your team.

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What this paywall survey tells you

A paywall survey asks people who looked at your subscription and said no what held them back. This template takes about 30 seconds: the reason they didn't subscribe, the plan they were considering, and a fair monthly price in four bands, so you can tell a price problem from a trial problem or a doubt about value.

It is written for the second time someone closes the paywall, when the no is deliberate. In a web app, fire a custom event each time the paywall closes and set calls needed to 2, so the survey opens on the second dismissal (from Starter, or on 1 survey on Free). Inside a phone app, have the app open the survey's link at the same moment, with the paywall version added to the link as a tag.

Results shows a donut for each question with the share and count of every answer, typed Other reasons listed beside the first, against the period before. Select The price to filter the whole page and see which plan and which price band those people picked. Usertick reads every typed reason and files it under a category such as pricing and plans.

On your websiteAs a linkIn an emailAs a conversation
Questions
3
Time to answer
Under a minute
Written for
The second time someone closes the paywall without subscribing
Plans
Every plan, the free plan included

See it on every channel

The same template on your website, behind a link, in an email and as a conversation.

On your website

Show it as a popup, a side button or inside the page, and choose the pages and the moment it opens: on page load, after a delay, on scroll or as someone is about to leave, on every plan. Event and behavior triggers work on 1 survey on Free and on every survey from Starter.

The 3 questions, one by one

What each question asks, why it is there, what it shows you and what to change.

Question 1 of 3 · Multiple choice

What stopped you from subscribing?

Why ask it
The options separate price, doubt about the value, a trial that felt short and the wrong plan length from people who were only looking, and the write-in Other catches the rest.
What you learn
A donut shows the share and count of each reason, with every typed Other answer listed beside it. Over time the shares stack, so a price change shows up as a shift in the reasons.
Make it yours
If your app has no free trial, replace the trial option with a reason that fits your paywall, such as a feature missing from the plan.
Question 2 of 3 · Multiple choice

Which plan were you considering?

Why ask it
The plan they looked at tells you whether the no was about commitment or about money. Someone considering Yearly who left on price needs a different offer from someone who wanted Monthly.
What you learn
A donut shows the share of Monthly, Yearly, Lifetime and None. Select Yearly to see which reasons and prices those people gave.
Make it yours
Match the options to the plans on your paywall, and remove Lifetime if you don't sell it.
Question 3 of 3 · Multiple choice

What would feel like a fair price per month?

Why ask it
A fair price band from people who just said no is a direct reading of what they would pay, and four bands keep it to one tap.
What you learn
A donut shows the share and count of each price band. Choose a band to see the reasons from people who picked it, and compare the bands with the period before after a price change.
Make it yours
Center the bands on your current price, so your own price sits inside one band and the answers show whether people would pay less or more.

What the answers show

Results turns each question into numbers you can follow week by week.

What stopped you from subscribing?

The share of each answer with its count. Select an answer to narrow the whole page to those people and read what else they said.

Which plan were you considering?

The share of each answer with its count. Select an answer to narrow the whole page to those people and read what else they said.

Use this template in four steps

From the template to the first answers.

  1. 1

    Open the template

    Sign up free and pick App paywall in the template gallery. It opens in a matching style, ready to change.

  2. 2

    Make the questions yours

    Reword any question, change the options, and add logic or more questions.

  3. 3

    Choose where it runs

    Show it on your website, send it by email, share its link and QR code, or switch it to a conversation.

  4. 4

    Publish and read the answers

    Answers arrive in Results and the inbox as people send them, each written one read and filed by Usertick.

Tips for this survey

Small choices that keep people answering and the answers useful.

  1. 01

    Ask on the second dismissal

    A first close is often a quick look. The second close is a decision, and the reason behind it is more considered.

  2. 02

    Keep it to three taps

    The person just declined to pay, so respect their time. Every question here is a single tap, and the whole survey takes about half a minute.

  3. 03

    Run one copy per paywall design

    When you test two paywall designs, run a copy of the survey for each, since Results doesn't split answers by link tag.

  4. 04

    Read prices with reasons

    A low fair price from people who left on price matters more than one from people who were just looking. Select each reason in Results and read the price bands under it.

Pricing page surveysWebsite surveysLinks that open the app questions

More pricing templates and questions

Templates like this one, and single questions from the library to add to it.

Templates

Browse all templates
PricingPricing page feedbackFind out what keeps visitors on your pricing page from choosing a plan. Show it after 30 seconds on the pricing page, or when they're about to leave.
PricingEnd of trialSee who plans to subscribe when the trial ends, what's holding the rest back and how the price feels. Send it two days before the trial ends.
PricingSubscription barriersFind out what stops regular readers from subscribing and what they would pay for. Show it to readers who've hit the paywall three times.
PricingQuote follow-upLearn how your quote compares with others and what would help the customer decide. Send it three to five days after the quote goes out.

Questions from the library

Browse the question library
  1. Have you opened a link that took you into the app?Yes / No · Links that open the app
  2. What happened when you tapped the link?Multiple choice · Links that open the app
  3. How easy was it to reach the right page from a link?Customer effort · Links that open the app
  4. Have you looked for help inside the app?Yes / No · Help inside the app
  5. How easy was it to find the help section?Customer effort · Help inside the app
  6. What did you do when you got stuck?Multiple choice · Help inside the app

Frequently asked questions

After someone closes the paywall for the second time, when the decision is deliberate. Avoid the first close and any moment before someone has seen what the subscription includes.

Usertick's script runs on websites and in web apps, so in a phone app the paywall's close button can open the survey's link instead. The same survey can also run on your web app's pricing page.

Treat them as a reading of what people who said no consider fair, next to your actual purchases. Use them to choose what to test, and judge each test by real subscriptions.

Select The price in Results and look at the plans and price bands those people chose. A shorter plan length, a longer trial or a lower entry price are the tests to consider.

Yes, on every plan. A workflow sends each response to Amplitude, Mixpanel or Segment, so you can compare the reasons with what those people did next.

Yes. Every template comes with every plan, the free plan included, and the free plan covers 150 responses a month across your surveys.

Yes. The template becomes your own survey, so reword any question, add or remove questions, and change the options and the logic. The gallery stays as it is.

Yes, from Starter. The template is written in US English. Add languages by hand or with AI translation, and each person sees the survey in their browser's language.

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  • 150 responses a month on Free
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