Show a timeline on the paywall: free today, reminder before billing, cancel anytime

Morrie Schonfeld… a new language with Pingo. We'll remind you 2 days before your trial ends, and then here's a timeline." This is not the OG. This is what has worked best so far. So we keep these two pages constant when we're testing so far. We'll test them again at some point, but right now like our biggest impact we see is here, and so we'll test this copy. So this is the newest one that worked best. I actually took this, I think, from a Superwall podcast,

Morrie Schonfeldbut it was like, "Today, you unlock Pingo. In 5 days," just a variable, "you get a reminder and you'll be charged, and try it for free." You get the annual and then like a weekly equivalent because like, you know, $100 a year is like daunting. We really push the annual plan, like there's higher LTV, higher ARPU, like we incentivize the annual plan. You don't get a trial on the monthly plan, and we don't even show it. We hide it behind another page. If you go down here, if you were to click on "View All Plans," then you get to this like monthly area where you can see 12 months or 1 month, but you get no trial. So we really push annual.

Morrie SchonfeldBut like $99.99 a year is like daunting to people, so we try a few different ways. We show like the monthly, we'll show the weekly. So like one thing we do is like, okay, this worked really well, let's break it down. Like let's try it without this copy. If we change this to a monthly copy, how does that work? Some other things we tested that also work well are it's like yearly monthly comparison. So again, like this is the same first two pages …

Morrie Schonfeld… equivalent, like side by side, to try and show that the yearly plan is better. The other main one that we've tested recently, so this was the first one we tested when we were doing a multi-page. Again, same first two pages, and then like just, "Join over 3 million learners." Like we kind of anchor like, there's a lot of people using this app. Here's a real review. We have this many ratings, this many stars, like little accolades people like.

Morrie SchonfeldAnd you again, like you reinforce like it's like user psychology. Like, "No commitment. Cancel anytime." Like this is this is really nothing for you to do, and like here's proof that you should do this. What we found um I know a bit disjointed in like the organization here, is like that trial timeline one has worked best, and then we've segmented by the US and other countries. The main reason we started with that is cuz we want to use Stripe web checkout in the US cuz the margins are a lot better.

Morrie SchonfeldLike that's been a new thing that Superwall added and we've been trying. So right now we're slowly shifting our whole US billing to Stripe, but you can't do that internationally, so we were forced to segment by the US and international users.

Morrie Schonfeld… forget." Like or like, "I don't really care enough. I just want to try it out." But if they reinforce like we really try and reinforce like, "This is really low cost to you. Like you will be reminded that your trial is going to end. Like you can cancel this anytime. Like pressing the start trial button does nothing to you. Like you're good. Like if you don't like it, cancel it. You forget, we'll remind you. Like you have really low risk here."

Morrie SchonfeldI think as much as like the the kind of showing like app value and testimonial experience like makes sense, I think it just boiled down, at least with our users, and it's like different with every app is what I've seen, too, like reinforcing the low-risk nature of this trial like really helped with conversion. Like we've really reinforced like, here's exactly what you can expect. Like that timeline's like, today you're going to get Pingo, and you here's In 5 days, you're going to do this, and in 7 days, you're going to be billed. We're going to remind you 2 days before that 7 days, and you can cancel anytime.

Morrie SchonfeldWe're throwing all this info at them without overcluttering it, but like rest assured, like here you know exactly what you're getting into, you know exactly what you have to do, like you don't have to worry. So like our OG, what we ran forever was basically this paywall. This was it. Like, "One-time offer," like start your It wasn't trial. We didn't have one, but like, "This much a month, build this much a year. Claim your offer now." What we've …