Test a 3-day against a 7-day free trial, US and abroad separately

Joseph Choidifferent ways of communicating the value of the product as on the paywall, but the trial timeline just outperforms those, too?

Morrie SchonfeldYeah, exactly. So like on the notification end, I recently like test out like a 3-day versus a 7-day free trial. What we still have to do like the data is still coming in. There's still like 2 days left of data to set from that, but in that, one thing I tested is like, okay, like what if we change like the trial notification? Like you'll get notified 2 days before your trial ends versus 1 day before your trial ends, and like that leads to a difference in conversion. Like people like perform differently depending on when they think they're going to be notified.

Morrie SchonfeldCuz again, like I think people generally like I know I do, like there'll be times someone shows me a free trial, I'm like, "I don't want to do this. Like I'm going to 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 …

Joseph ChoiReally good insights. I appreciate the in-depth analysis. Is the 3 versus 7-day like a big difference? Do you Are there trade-offs between doing 3 and 7-day trials as the first option that people Cuz I know like you said you present the 7-day after they've abandoned the 3-day um or said no to it.

Morrie SchonfeldIt's pretty interesting. So like so far, conversion like really mildly different in the United States on 7 versus 3, like point uh 0.7 to 0.3% difference. ARPU is like a 20 cent difference, and trial conversion rate is marginally different. The cancel rate is maybe like 5 to like 7% higher.

Joseph ChoiThe cancel rate is higher in seven or three?

Morrie SchonfeldHigher on the 3-day, yeah, cuz I think it's because people get notified Like you subscribe today and you get notified tomorrow, like it's really fresh on your mind. Internationally, if we look at 3-day versus 7-day, conversion rate was a lot different. It was like 2% difference. 7-day was 2% higher. But like, again, like the ARPU was like a few cents higher on one of the 3 days, but like the conversion rate was a little higher. Like oh, it's kind of an interesting The variables have been really different in different categories.

Morrie SchonfeldLike I have to do a deep dive and see like this experiment technically Like I closed the experiment, but like the data pulling stops on like Monday. And so then I need to go and see like exactly like what's the best. Cuz for us, too, the other consideration is like I need to see how much people use Pingo in the first 3 days of their 7-day trial, because if what we learn is that like, okay, people on the 7-day trial use it all 7 days pretty …