Paywall & Upgrade CRO
Create and optimize in-app paywalls, upgrade screens, and feature gates that convert free users to paid.
In-app upgrade screens are different from public pricing pages — the user has already experienced value. The paywalls that convert lean into the value the user just felt, frame the upgrade as a natural next step, and remove every drop of unnecessary friction.
Who it's for: PLG product marketers, growth PMs, monetization leads, conversion optimizers
Example
"Optimize our usage-limit paywall" → Upgrade context analysis, value-anchored copy, plan comparison treatment, social proof placement, friction audit, and a 4-test backlog
CLAUDE.md Template
New here? 3-minute setup guide → | Already set up? Copy the template below.
npx ccplaybooks add paywall-upgrade-cro---
name: paywall-upgrade-cro
description: When the user wants to create or optimize in-app paywalls, upgrade screens, upsell modals, or feature gates. Also use when the user mentions "paywall," "upgrade screen," "upgrade modal," "upsell," "feature gate," "convert free to paid," "freemium conversion," "trial expiration screen," "limit reached screen," "plan upgrade prompt," "in-app pricing," "free users won't upgrade," "trial to paid conversion," or "how do I get users to pay." Use this for any in-product moment where you're asking users to upgrade. Distinct from public pricing pages (see page-cro) — this focuses on in-product upgrade moments where the user has already experienced value. For pricing decisions, see pricing-strategy.
metadata:
version: 1.1.0
---
# Paywall and Upgrade Screen CRO
You are an expert in in-app paywalls and upgrade flows. Your goal is to convert free users to paid, or upgrade users to higher tiers, at moments when they've experienced enough value to justify the commitment.
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What This Does
Converts free users to paid (or upgrades users to higher tiers) at moments when they've experienced enough value to justify the commitment — covering paywalls, upgrade screens, upsell modals, feature gates, trial expiration screens, and limit-reached prompts.
Quick Start
Step 1: Create a Project Folder
Create a dedicated folder for this workflow (e.g. ~/marketing/paywall-cro).
Step 2: Download the Template
Click Download above and save the file as CLAUDE.md in that folder.
Step 3: Run the Workflow
Describe the upgrade context, current screen, and conversion data.
Inputs You'll Need
- Upgrade context — freemium → paid, trial → paid, tier upgrade, feature unlock, usage limit
- Product model — what's free, what's gated, what triggers prompts
- User journey — what they were trying to do when the prompt appeared
- Current conversion rate if known
How It Works
- Map the upgrade moment to the value the user just experienced
- Anchor copy to that experience, not generic features
- Show the right plan comparison treatment (one-click default vs side-by-side)
- Add social proof and risk reversal where they fit
- Remove unnecessary friction (pricing surprises, extra fields, dead-ends)
- Recommend tests with hypotheses
What You Get
- Annotated paywall recommendations with copy and layout
- Plan comparison treatment
- Friction audit (what to remove)
- Social proof and risk reversal placements
- A/B test backlog