3 ms·
It seems obvious that the conversion rate was higher among people who wanted extensions, because the people who don't are the ones who already decided not to us
by ang_cire 2y ago
It seems obvious that the conversion rate was higher among people who wanted extensions, because the people who don't are the ones who already decided not to use it; rarely are people going to turn down more free time to use something and rush to ask to be allowed to pay for it (though it does happen- I've been part of procurements that were being rushed to use an existing FY budget, for instance).
Another thing you need to work out, imo, is what level of *feature use* in your application best maps to conversions, and from there, how can you improve the likelihood of people seeing the benefits of that feature use.
As an example, my current company's app can be used with or without agent deployments, and we saw that trials that deployed agents- even just one-off ones in lab envs- converted at a far higher rate than non-agent trials.
So we worked to lower the perceived barrier of entry that agent deployments posed, which meant more people seeing the increased usefulness they provided, which meant more conversions.
- Sharlin 2y ago> It seems obvious that the conversion rate was higher among people who wanted extensions, because the people who don't are the ones who already decided not to use it Yeah, exactly! Those two groups are not the same, there's an obvious selection effect there.
- ezekg 2y agoI think you misunderstood, or maybe I wasn't clear in my post. This wasn't an experiment on 2 separate groups; this was an experiment on the same group: those that convert from trial to paid. When I did X, conversion rate for the entire group increased, i.e. I made more money. If I stopped X, I'd make less money. That then lead me to the point of the post -- the % difference in conversion rate were the people who weren't actually ready but signed up for a trial anyways, only to run out of time and never come back.
- ang_cire 2y agoOk, I think I see what you're getting at: You're assuming that the percentage increase in conversions after you extended or removed the trial timeout period across the board corresponds to users who previously would have been kicked out by the trial expiry before they could see the value in converting. My comment was referring to the period you mentioned where you were offering people manual extensions, and you noted that you saw more conversions among that group than among users who didn't extend their trials.
- ezekg 2y agoThat's right. I acknowledged that that increase in that comparison was likely biased since those people would also add a card, which increases conversion rate in itself (but also weeds out those that are uncommitted). But that doesn't change the fact that overall conversion rates were higher when I went out and manually offered extended trials.