Definition
The canonical answer.
Paywall optimization is systematic testing of where, when, and how an app asks for money: placement in the flow, offer structure, trial length, pricing, and the screen itself. It is often the highest-leverage revenue work in a subscription app because every acquired user passes through it.
Worked example
In practice.
An app shows its paywall at first launch to everyone. A test moves it after the first success moment for new users while keeping a hard gate for returning ones. Trial starts rise without hurting retention, and the win compounds across every future cohort the app acquires.
Where this work happens: User Retention
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