Cut the free trial from 14 days to 7

Anmol TiwariWe used to have a two-week trial, I think, towards 'till the end of 2024. And one of the things that we ended up doing was we tested a shorter duration, seven days. And we tested this with a couple of different combinations, but users are usually eligible for multiple trials. And when we tested reducing it, we actually saw two different benefits.

Anmol TiwariThe first was, of course, overall net, we saw more conversions over time in combination with playing around with how many trials we can offer to a user. But the second much more valuable benefit was when you start a trial and you have to wait 14 days for a user to convert, that means that from an experimentation perspective, you have to wait 14 days. And so we actually basically doubled our experimentation velocity because now instead of having to wait 14 days, you get your results in seven days. And imagine that compounding over an entire quarter or over six months or over a year. It was an incredibly powerful lever because we can know very quickly whether an experiment is going to perform well or not. And then if it's not performing, that's great. We can actually decide, "Okay, we can shut that down and move on to the next one." So I think that has been an incredibly effective lever for us.

David BarnardYou were talking about multiple trials. Tell me more about how that works. And especially in light of tactically, Apple on any one SKU will only allow the intro-free offer to be eligible one time. So then you probably have some way of resetting that or sending them a different SKU or something like that. So it's not been typical, and Apple doesn't really make it easy either. Why offer multiple trials to users?