Show what happens on each trial day and exactly how refunds work

David BarnardAnd then how do you position that in a way that makes it clear?

Anmol TiwariOne of the things that we've learned is our goal is not to persuade users to try this. Our goal is to give them clarity 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 …