Experiments

Test every part of the subscriber journey, without a release cycle.

Most subscription teams ship one or two experiments a quarter, gated by sprint planning and App Store reviews. Nami's experimentation engine lets product, growth, and monetization teams test pages, flows, pricing, and messaging across CTV, web, and mobile in hours, not sprints. The result is more learning, on the moments that actually move revenue.

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CTV
Web
Mobile

StreamCo / Pricing experiment · Annual paywall Live

A Control 38%

Monthly

$9.99/mo

Annual

$79/yr

Conv: 3.8%

B Challenger Leader 62%

Monthly

$9.99/mo

Annual · Best value

$59/yr

Conv: 5.1% ↑

Variant B is leading on subscriber conversion

Trial starts

+34%

Purchases

+23%

Rev / impression

+36%

Platform

iOSAndroidCTV

The challenge

You don't have an A/B testing problem. You have a release-cycle problem.

For most subscription teams, experimentation looks like this: marketing has an offer to test, growth has a paywall variant in mind, monetization wants to try a new pricing layout. The roadmap meeting decides which one survives the next sprint. Engineering builds it. The variant ships in the next App Store release. Two months later, the team finally has a result, and a different idea they wish they had tested instead.

That cadence is fine for an annual roadmap. It is a disaster for revenue. The experience layer — landing pages, onboarding flows, paywalls, upgrade screens — moves faster than a sprint cycle, because subscribers don't wait and competitors don't wait. The teams that win on subscription growth run dozens of experiments in the time it takes most teams to ship one.

The other half of the problem is scope. Most experimentation tools were built for paywalls. They miss the landing pages that bring people to the paywall, the onboarding flows that frame what the paywall is selling, and the upgrade screens where subscribers expand. Optimizing the paywall while the rest of the funnel leaks is half a strategy.

How it works

Test anything. Learn faster. Ship more.

Launch in minutes

Set up an experiment in minutes, not sprints.

Inside Nami, an experiment is a property of a campaign: pick a placement, define the audience, drop in two or more variants, set the traffic split. Delivery happens through the SDK that is already integrated, so there is no app release and no engineering ticket. A growth manager can launch a paywall test in the morning and see directional results before the week is out.

Placement

Annual paywall · iOS

Audience

All users · United States

Variants

A Control · current paywall 50%

B Challenger · new pricing 50%

Traffic allocation

Even split Weighted

No engineering ticket required

Full-funnel scope

Test the full subscriber journey, not just the paywall.

Variants can be different pages, different flows, different pricing layouts, or different messaging treatments. Run a landing page test that branches into two onboarding flows, each ending at a different paywall, and read the conversion rate of the entire path. The unit of test is whatever the team needs it to be.

Experiment scope

Landing page

A Flow A · 7-day trial

Paywall A

Conv: 4.2%

B Flow B · 14-day trial

Paywall B

Conv: 5.8% ↑

Path-level conversion rate

Traffic allocation

Split traffic the way the test needs.

Configure how traffic flows across variants — even 50/50, weighted toward the control while a challenger ramps, or any custom split the team needs. Subscription-aware results show the true conversion impact at every step of the journey, so the team can read the test honestly and ship the winner with confidence.

A · 38% B · 62%

A · 30% B · 45% C · 25%

A · 48% B · 52%

Precision targeting

Segment with precision.

Each campaign supports up to 10 traffic segments, with audience targeting on platform, OS, country, GeoIP, language, and CDP audience. A team can test pricing in one country without affecting another, or run a CTV-only experiment without touching the mobile app.

Platform

iOSAndroidApple TV

Country

United StatesCanada

iOS 17+

Language

EnglishFrench

GeoIP

West Coast US

Audience

High-intent · CDP

Up to 10 traffic segments per campaign

Subscription-native results

Read results in subscription terms.

Experiment outcomes surface in Insights, where the metrics are paywall conversion rate, trial starts, purchases, and revenue per impression. Not generic clicks and sessions. The team sees what each variant did to the funnel, not what it did to event counts in a separate analytics tool.

Metric Variant A Variant B Change

Paywall conversion 3.8% 5.1% +34%

Trial starts 1,204 1,611 +34%

Purchases 491 603 +23%

Revenue / impression $0.42 $0.57 +36%

One experiment. Every platform subscribers use.

Most subscription experimentation tools are mobile-only, or mobile and web at best. Nami runs experiments across CTV, web, and mobile from one dashboard — iOS, Android, the web, and every major CTV surface.

The bottleneck moves from engineering to ideas.

Millions in revenue uplift across our customer base. Every experiment that ships is one more data point in a compounding system — where the bottleneck has moved from engineering capacity to the quality of ideas worth testing.

Nami platform

Experiments is the testing engine. The platform is the system.

Subscription orchestration is the practice of designing, testing, and optimizing the complete subscriber journey — from first impression to first payment and beyond — across every platform, from a single system, without code. Experiments is the testing engine that makes that practice operational. Variants are built in Pages and Flows, targeted through Campaigns, and measured in Insights. The result is one workspace where the team designs a variant, ships it, runs the test, and reads the outcome, without exporting data into a separate tool to figure out what happened.

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FAQ

Common questions about Experiments.

Do we need engineering to run experiments?

No. Once the Nami SDK is integrated, which is a one-time engineering effort, product, growth, and monetization teams launch and modify experiments without writing code or shipping an app update. CTV, web, and mobile are all covered out of the box.

How is this different from generic A/B testing tools?

Generic A/B testing tools were built for marketing pages and feature flags, not subscription experiences. They do not model paywalls, pricing tiers, onboarding flows, or trial offers as first-class objects, and they do not support CTV. Nami's experimentation engine is purpose-built for the subscriber funnel. The variants, the audiences, the metrics, and the platform coverage all reflect what subscription teams actually need to test.

Can we run the same experiment on mobile, web, and CTV at once?

Yes. A campaign can target multiple platforms, and traffic segmentation can be configured per platform if a team wants to read each surface separately. Most teams start on a single platform, then expand the same test once they have seen early results.

How does this work with our analytics stack?

Nami integrates with Amplitude, mParticle, Segment, Adobe Analytics, and others. Subscription-specific results stay in Insights, in subscriber-funnel terms. Generic event data flows out to whatever analytics tool the team already uses. Nothing has to be rebuilt.

What kinds of experiments can we run?

Pages, flows, pricing layouts, paywall designs, onboarding sequences, copy, imagery, offer structure, button placement, and branching logic. If it is part of the subscriber experience, it is testable.

What's new at Nami

See what an experimentation engine built for subscription looks like.

Subscription orchestration is the practice of designing, testing, and optimizing the full subscriber journey from a single system, without code. Experimentation is what makes it operational.

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The Paywall Experiment Velocity Gap: Blame the Release Cycle

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