ELA paywall — shotgun round 2 (structural)

Round 1 varied captions inside the shipped layout — rejected. Round 2 varies the architecture: every variant passes the thumbnail test against the control and each other. All obey the laws: plain prices (no ≈), price + unabbreviated period at the CTA (3.1.2), identical response on every plan, no urgency tricks, insurance as the calm post-join line.

thumbnail strip of all variants
Baseline

Control — the shipped screen

Stacked interval cards, annual default, honest annualized math. The screen every variant must beat.

Notes
  • Already right: annual default, honest math, calm copy
  • Weakness: sells prices, not the service
Open full ↗
Life360 architecture

V6 — Protection stack

Illustrated value carousel owns the top half — the identical response, told in four cards — then a compact segment pill and one large price with the monthly-equivalent subline.

Bet
  • Sell the response first; price becomes a detail
  • Closest safety-adjacent live pattern (Life360)
Open full ↗
Calm architecture

V7 — One membership

One centered hero plan (Annual with 62.50/mo equivalent + Save 42%), monthly/weekly behind a quiet "More ways to pay" sheet. Both states shown.

Bet
  • Choice reduction maximizes annual mix (Calm's live pattern)
  • Watch weekly-seeker drop-off
Open full ↗ · Sheet open ↗
Brand-art hero

V8 — The night you'll never face alone

Full-bleed paper-cut Dubai night (the app's own welcome geometry), breathing keyhole halo, plans as frosted glass chips, price + CTA on a glass dock.

Bet
  • Emotion at the decision moment; unmistakable brand
  • Boldest departure — highest polish burden in RN
Open full ↗
Blinkist transparency

V9 — What happens tonight

A vertical story timeline — tonight, the worst night, every renewal — with the interval pills embedded in the renewal node and cancel-anytime as the closing node.

Bet
  • Transparency converts (+23% Blinkist, +12% Blue Apron)
  • Reads as a story, not a pricing table
Open full ↗
Segmented control

V10 — Big number

Apple-style segments up top; one enormous price with the equivalent + savings pill; three ruled what-you-get lines. The price is the interface.

Bet
  • Radical clarity; zero card furniture
  • Strong pairing with the monthly-math evidence (+28–34%)
Open full ↗
Calm fintech

V11 — The ledger

The whole screen is one private-bank statement: mono figures, dotted leaders, "COVERED ON EVERY PLAN" included-rows, interval as a small toggle at the head.

Bet
  • Your Direction-C language at the payment moment
  • Identical-response law rendered structurally
Open full ↗

Round 1 (copy-level variants, superseded): archived board. Research + citations: monthly-equivalent display +28–34% annual selection (Adapty); assurance near CTA (+23% Blinkist, +12% Blue Apron); annual pre-selection ~69% mix. Full evidence in the repo research pack.