LinkedIn · professional social network
Offer a new free trial to past subscribers after 12 months
Still in testing; no results shared
What they did
- Stage
- scale
In their words
Value-Driven Growth: LinkedIn's Billion-Dollar Subscription Strategy — Ora Levit, LinkedIn
David Barnard… after they've used a free trial. And so if it's in the App Store specifically, if you give them the same product, if you display the same product, it doesn't matter if it was 10 years ago that they used your free trial, they don't get the option for a free trial. But at LinkedIn, you do offer free trial. So I'm curious why you do that and then what that actually looks like and how you determine when and who gets that secondary free trial offer.
Ora LevitYeah, that's actually an area we're testing with right now. Essentially, our offering changes over time. And so as I mentioned, we believe in value-driven growth. We add a lot of value. And so the Premium that you've seen if you subscribed two years ago is not the Premium today. It's a very different product. I want you to try it out. Even if you were a paid subscriber, I might offer a free trial again.
Ora LevitUsually, we would do it not within the first 12 months. So if you tried LinkedIn for free in the last 12 months, it will be paid. But after that, we do experiment and test right now with different scenarios of when and how we would offer that free trial. But we have been generous generally, allowing members to taste Premium, whether it's for a free, no trial needed in their freemium experiences or via trials.
David BarnardIt's really fascinating and probably something more subscription apps should and will experiment with over time as their user base is mature, as their products mature. And I could definitely see some of these bigger apps that have been around a long time could drive a lot of growth by going back to some of those early cohorts who got a much worse experience a year ago, two years ago, five years ago and offer them another free trial. So it's …
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Tags: free-trial, win-back, trial-reoffer, boomerang