Oct 2020 - Aug 2022
The Paywall System That Fueled Revenue Across the Entire Suite
Overview
How I built a modular, scalable, unified paywall system adopted by 5 product teams to drive premium subscription revenue.
scope
Upsell Flows
Monetization Flows
A/B Tests
Paywall Design System
stakeholders
Head of Product
5 Engineering Teams
Billing Team
Marketing Team
Overview
How I built a modular, scalable, unified paywall system adopted by 5 product teams to drive premium subscription revenue.
Impact of change
10x better
than pricing page
60% MRR
from self-serve
>$1M ARR
in first year
Context
What Agency Growth Kit?
Agency Growth Kit is a set of premium features embedded across Semrush Agency tools (Lead Generation tools, CRM, Client Portal and Reporting), — an additional subscription above core Semrush plans.
Agency Growth Kit is a set of premium features embedded across Semrush Agency tools (Lead Generation tools, CRM, Client Portal and Reporting), — an additional subscription above core Semrush plans.
Agency Growth Kit is a set of premium features embedded across Semrush Agency tools (Lead Generation tools, CRM, Client Portal and Reporting), — an additional subscription above core Semrush plans.
Agency Growth Kit is a set of premium features embedded across Semrush Agency tools (Lead Generation tools, CRM, Client Portal and Reporting), — an additional subscription above core Semrush plans.
challenge
Turn Fragmented Paywalls into Scalable Monetization System
Built a modular, scalable, unified paywall system that should be used across 5 product teams to drive premium subscription revenue.
Built a modular, scalable, unified paywall system that should be used across 5 product teams to drive premium subscription revenue.
Built a modular, scalable, unified paywall system that should be used across 5 product teams to drive premium subscription revenue.
There were no similar patterns in Semrush with such complexity and variety of use cases.
There were no similar patterns in Semrush with such complexity and variety of use cases.
Built a modular, scalable, unified paywall system that should be used across 5 product teams to drive premium subscription revenue.
There were no similar patterns in Semrush with such complexity and variety of use cases.
Approach
From References to Own Vision
I started with revision of all premium features across 5 tools to understand how they supposed to work and identified 4 key paywall variations. Also, I research for similar patterns across different SaaS platforms.
I started with revision of all premium features across 5 tools to understand how they supposed to work and identified 4 key paywall variations. Also, I research for similar patterns across different SaaS platforms.
I started with revision of all premium features across 5 tools to understand how they supposed to work and identified 4 key paywall variations. Also, I research for similar patterns across different SaaS platforms.
Modal Window
Modal Window
A modal window appears when a user tries to generate a report that includes paid add-on features they don’t have a subscription for.
A modal window appears when a user tries to generate a report that includes paid add-on features they don’t have a subscription for.
A modal window appears when a user tries to generate a report that includes paid add-on features they don’t have a subscription for.
Overlay
Overlay
A full-page overlay prevents users without an AGK subscription from viewing the report or creating/editing their agency profile.
A full-page overlay prevents users without an AGK subscription from viewing the report or creating/editing their agency profile.
A full-page overlay prevents users without an AGK subscription from viewing the report or creating/editing their agency profile.
Popover
Popover
A mini dropdown is shown when users click a button that belongs to the paid add-on and isn’t accessible on other subscription tiers.
A mini dropdown is shown when users click a button that belongs to the paid add-on and isn’t accessible on other subscription tiers.
A mini dropdown is shown when users click a button that belongs to the paid add-on and isn’t accessible on other subscription tiers.
Notice banner
Notice banner
A banner is shown on the page to highlight AGK’s full functionality or to notify users of a downgrade. It’s usually placed at the top of the list or report.
A banner is shown on the page to highlight AGK’s full functionality or to notify users of a downgrade. It’s usually placed at the top of the list or report.
A banner is shown on the page to highlight AGK’s full functionality or to notify users of a downgrade. It’s usually placed at the top of the list or report.
combining all into one solution
All-in-One Upselling Landing
All paywalls include an “Explore all features” link that sends users to the corresponding landing page, showcasing the full Solution, not just a list of features.
All paywalls include an “Explore all features” link that sends users to the corresponding landing page, showcasing the full Solution, not just a list of features.
All paywalls include an “Explore all features” link that sends users to the corresponding landing page, showcasing the full Solution, not just a list of features.
🧱
Simple & efficient implementation
Patterns have the same logic across 5 tools, team just need to adjust feature description text.
🧑💻
60% MRR from self-serve payments
The system let users explore without friction and encountered limits only at the moment they tried a premium feature.
🏆
30% MRR attributed to landing
Users rarely purchase an add-on right at the paywall. They need context and value proof. The landing page delivers that by showing the complete Solution across all five tools.
later improvements
More & Enhanced Paywall Patterns
I added more patterns where new features and tool released. Also, I enhanced paywalls visually to show a unified Solution.
I added more patterns where new features and tool released. Also, I enhanced paywalls visually to show a unified Solution.
I added more patterns where new features and tool released. Also, I enhanced paywalls visually to show a unified Solution.
Enhanced modal
Enhanced modal
Highlight Solution and relevant tools, not just fragmented features.
Highlight Solution and relevant tools, not just fragmented features.
Highlight Solution and relevant tools, not just fragmented features.
Sticky bottom banner
Sticky bottom banner
Appears on every tool page, doesn’t block the workflow, and shows what users get after purchasing the add-on.
Appears on every tool page, doesn’t block the workflow, and shows what users get after purchasing the add-on.
Appears on every tool page, doesn’t block the workflow, and shows what users get after purchasing the add-on.
On-page section
On-page section
A block card placed on the page alongside other content, informing users about the available premium functionality.
A block card placed on the page alongside other content, informing users about the available premium functionality.
A block card placed on the page alongside other content, informing users about the available premium functionality.
Empty state component
Empty state component
An empty state card for the large functionality included in the add-on.
An empty state card for the large functionality included in the add-on.
An empty state card for the large functionality included in the add-on.
Impact of change
10x better
than pricing page
60% MRR
from self-serve
>$1M ARR
in first year
Read more case studies
Read more case studies
Read more case studies
Approach
From References to Own Vision
I started with revision of all premium features across 5 tools to understand how they supposed to work and identified 4 key paywall variations. Also, I research for similar patterns across different SaaS platforms.
Modal Window
A modal window appears when a user tries to generate a report that includes paid add-on features they don’t have a subscription for.
Overlay
A full-page overlay prevents users without an AGK subscription from viewing the report or creating/editing their agency profile.
Popover
A mini dropdown is shown when users click a button that belongs to the paid add-on and isn’t accessible on other subscription tiers.
Notice banner
A banner is shown on the page to highlight AGK’s full functionality or to notify users of a downgrade. It’s usually placed at the top of the list or report.
later improvements
More & Enhanced Paywall Patterns
I added more patterns where new features and tool released. Also, I enhanced paywalls visually to show a unified Solution.
Enhanced modal
Highlight Solution and relevant tools, not just fragmented features.
Sticky bottom banner
Appears on every tool page, doesn’t block the workflow, and shows what users get after purchasing the add-on.
On-page section
A block card placed on the page alongside other content, informing users about the available premium functionality.
Empty state component
An empty state card for the large functionality included in the add-on.
Let's connect
Whether you have a question or just want to say hi, feel free to reach out!
alex.revenoc@gmail.com
@Alex Revenoc, 2025. Made with plenty of ☕️ and 😊 in Italy 🇮🇹
Let's connect
Whether you have a question or just want to say hi, feel free to reach out!
alex.revenoc@gmail.com
@Alex Revenoc, 2025. Made with plenty of ☕️ and 😊 in Italy 🇮🇹
Let's connect
Whether you have a question or just want to say hi, feel free to reach out!
alex.revenoc@gmail.com
@Alex Revenoc, 2025.
Made with plenty of ☕️ and 😊 in Italy 🇮🇹
Let's connect
Whether you have a question or just want to say hi, feel free to reach out!
alex.revenoc@gmail.com
@Alex Revenoc, 2025. Made with plenty of ☕️ and 😊 in Italy 🇮🇹