2 builders who never spoke to each other

Say the awkward part out loud

Naming the uncomfortable bit of the billing on the page raises conversion instead of lowering it, which is the reverse of what most teams expect. Stating on the paywall that people fear forgetting to cancel, and pairing that with a reminder they opt into, won on signups and complaints at once. The same logic covers the refund promise and a public account of what happens to customer data.

The method

1. 01

   Being straight about the awkward part of your billing raises conversion instead of lowering it, which is the opposite of what most sites assume.

2. 02

   Name the biggest fear about starting a free trial directly on the paywall, rather than hiding it: people worry they will forget to cancel and be billed forever.

3. 03

   Pair the transparency with a reminder the user opts into, which turns the scariest part of the trial into a reason to accept notifications.

4. 04

   Put the refund promise where the buyer is deciding, not buried in the terms.

5. 05

   Publish a page documenting exactly what happens to customer data, because the incumbent whose revenue depends on that data cannot publish the equivalent.

What it returned

• 23%

  Blinkist's A/B tests produced 23% more trial signups and 55% fewer support complaints

• 6%

  Push notification opt-ins moved from 6% to 74%

• Blinkist ran the change as an A/B test and won on signups, complaints and opt-ins at once

• Four Sigmatic displays its money-back guarantee prominently on the product page itself.

Sources

• Regret Aversion - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · Offer money-back guarantees · undated
• I love Blinkist's free trial paywallHarry Dry · Marketing Examples · undated
• Why Fathom Analytics doesn’t have a free plan - Fathom AnalyticsPaul Jarvis · usefathom.com · Transparency is a super-power · 2023-09-18