Let people choose on the paywall whether to take a free trial

Greg Cohn… their numbers and there was a lot of support volume. But using that as a way to say, "Well, you may be done with this transaction, but maybe you want a new number." And so, we do retain a certain number of people into a second shot there. And ultimately, it's about understanding those users, right? But what's been crazy, and we're well over 10 years into this company and there's still, the expression is the juice is worth the squeeze, right?

Greg CohnThere's still these optimizations that have meaningful... We're not talking about tiny bits of basis point types of little optimizations on whether we underline or what color blue we're using, right? This is a meaningful shift of users when we introduce a new plan. We recently tested making the free trial optional instead of default, and that was a very positive test for us, interestingly. This is a good example of something that was a little bit trendy. There was somebody out there talking about radio buttons at the free trial paywall. And it came in the door to our company through that dialogue in the app space and the app growth community.

David BarnardYeah, we've talked about it on the podcast.

Greg CohnYeah. But internally we said, There's an authentic reason for it, isn't just a hack," right? It's like people come in, they want a phone number, they want our product, and some people want to make sure they lock it in, right? They don't want to lose it. They really want to custom, "No, no, no, I don't need a trial. I want to buy it." And then other people, "I'm not sure. I'm not sure I want to pay for this, et cetera, who give them the free trial." And so, let them self select. And that's a lot of the nuance of that. But it gets more complicated when we get to, I think, more robust features for those users.

Greg CohnSo, you can separate locals and tourists, not just at the paywall and the skew, but in terms of the actual features. So, an example of something that's in our premium bundle, I gave one earlier around the phone number lookup, but we also have an AI voicemail classifier, not in itself a hugely profound feature. We have some other improvements like custom icons and higher quality video messaging, things like this that a tourist wouldn't care about, …