Is it better to send readers from the paywall straight into checkout, or redirect them to a Subscription Landing Page first? 

We recently ran an A/B test across multiple client sites to determine an answer.  

The outcome was clear: indirect checkout (via the Subscription Landing Page) delivered conversion rate uplifts ranging from 10% to 18% compared to direct checkout. This approach drove higher subscription volume, better conversion rates and more revenue. 

While these results were consistent across several clients, every audience behaves differently. That’s why we recommend testing this on your own site to validate whether indirect checkout produces the same lift for you. Even small changes in the checkout journey can have an outsized impact on subscriptions and revenue.  

Some other opportunities to explore, including:  

• Displaying subscription offers directly in the paywall template

• Adding secondary CTAs (like a “Learn More” option)

• Iterating on the paywall copy itself

• Optimizing creative on the Subscription Landing Page, where readers make the final purchase decision.  

To summarize, guiding readers to a dedicated landing page creates a clearer path to conversion. The best way to know if it will work for you is to run the test and see how your audience responds.