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Whenever a service takes a payment card before a trial, I immediately have a dread of “oh, I bet I forget to cancel this in time”.
To be clear, companies ask for a card in advance, because it removes the need for the user to make a decision (if they want to stick around).
The inverse requires the user to actually bother logging in and entering a payment method—this will create churn.
One UX technique that companies use to calm some of this pre-trial anxiety is to promise that they’ll remind you a few days before your trial ends.
The easy implementation would be a simple email automation, like Canva above.
But you can do better.
Imagine that you’re booking a flight. Which of these two scenarios would you feel more comfortable in:
Scenario A: “It's company policy: all of our seats come with overhead luggage space”
Scenario B: “Would you like to reserve overhead luggage space? [yes] [no]”
Although the outcome is identical, it can be more reassuring if there’s user input involved in the process.
i.e., you’re more likely to believe in the outcome. Surely the company is less likely to ignore a direct request, rather than a broad company policy, right?
Now look at Rise:
What they’ve done here is smart: they’ve added a toggle to be reminded.
What I imagine the outcome of this small component is:
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1. Increased confidence
People are more confident that they will actually get a reminder.
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2. Reduced anxiety
This reduces pre-purchase anxiety.
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3. Better conversions
Rise see a slightly increased conversion rate at this stage of the funnel.
Not many people who signed up to a service 3 weeks ago, will remember that they’re expecting an email reminder before their trial ends.
So, a quick win: remind the user that this safeguard exists.
So, a quick win: remind the user that this safeguard exists.
Here are two examples, from Duolingo and Nibble:
Implementation tip:
It doesn’t need to be a fullscreen prompt like this. As an initial experiment, it could be as simple as a bit of content near your ‘cancel’ button.
Something to consider about #1, is that not every product is optimised by taking payment methods before a trial.
To a certain extent, the entire model behind Google Meets is the opposite.
They’ll let you create a meeting with almost no friction, and then when your about to hit your usage cap, you’ll be able to start a trial from within the call.
Think about it like this:
Or, take Asana, who don’t even require a payment method.
They’ll let you try a premium feature for 30 days, in a single click.
You don’t need to enter a card, they’re not confusing you with a hundred other premium perks—they’re focused on getting you to experience the value.
Before your 30-day trial ends, they’ll start leveraging 🚦 Loss Aversion, and prompt you to enter a payment method before you lose access.
i.e., if you’re going to ask for a payment method at the end of the trial period, the users need to be against losing something.
Otherwise they’ll let it expire, and just re-subscribe whenever they next want to use it. There’s little incentive to take action now.
If you can, experiment with just getting the person to use the product, with as little friction as possible—not even mentioning a trial.
For example, Flighty (the flight tracking app) know that the value of tracking a random flight is very low.
But it does allow you to see, and use, all of the features—there’s a button to experience Flighty Pro, at any time.
It’d take some experimenting to implement something like this effectively, but here are a few (fake) ideas:
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Netflix
Could let you watch a random TV show in 4K, to experience the difference in quality, compared to 1080p.
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Tinder
Could find you a premium match, but with someone who lives 1,000 miles away.
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Duolingo
Could let you try their premium plan, but for a random language, without any means of saving progress.