PepTalk’s new A/B test was designed to address a significant drop-off in conversions at a specific paywall that appeared when users attempted to play a premium video while still on a free membership. To tackle this issue, two variants were tested: Variant A introduced an intermediate screen providing more details about the video, similar to Netflix’s autoplay snippets when hovering over content. Tapping on the “Watch Now” button led to the paywall. Variant B allowed the video to play for 10 seconds before displaying the message “Enjoying our exclusive video content?”. The paywall would then appear when the “Continue to Watch” CTA was clicked.