Let trial users pick which day they get the reminder before being charged

Anmol Tiwari… and confidence to purchase. So the most effective way for users to be able to feel confident to try a trial is to know like, "Well, what does that really entail?" And that is anything from being able to explain in a timeline what happens on which day of the trial. We've seen even if, for example, when you're on one plan and you want to move to a different plan, trying to be clear about how much money are you going to get back, the refunds.

Anmol TiwariClarity is so important. And very recently, a great example of this is that we've had this functionality where when you sign up for a free trial, you'll get a reminder, a notification sent to you about two days before your trial expires. And we decided to test, "Well, what if we let you choose which day you get that reminder?" And counterintuitive, normally you would think that friction is probably not a good thing, but what we saw was that that drew attention to the fact that you can choose when you want your reminder and we're going to remind you, and so you can decide to cancel later. That buys us enough time so that you wait 'till that fifth day or sixth day to decide really, "Okay, am I getting value out of this?" And it was a really great way to increase confidence in the product that you're going to try.

David BarnardAny other lessons around clarity, in copy? I know Duolingo has done a lot with multi-step paywalls. Seems like another way to introduce clarity. Any other lessons there?