LinkedIn · professional social network
Offer a new free trial to past subscribers after 12 months
Still in testing; no results shared
Unknownpaywallcancellation-flow
What they did
Because Premium changes a lot over time, even former paid subscribers can be offered another free trial. Anyone who had a free trial in the last 12 months pays; after 12 months they are testing different scenarios for when and how to re-offer the trial. (Host notes app stores block repeat trials on the same product unless using offers.)
- Stage
- scale
In their words
Sub Club by RevenueCat · Value-Driven Growth: LinkedIn's Billion-Dollar Subscription Strategy — Ora Levit, LinkedIn“Even if you were a paid subscriber, I might offer a free trial again. Usually, we would do it not within the first 12 months.”
“But after that, we do experiment and test right now with different scenarios of when and how we would offer that free trial.”
Related topics
Get tactics like this every Monday
New tactics from the week's founder interviews, each linked to where it was said.
More from this episode
- LinkedIn: Keep adding paid features, with a team as big as the growth team20+ new benefits in two years; guest credits it for acquisition and retention growth
- LinkedIn: Keep the core free; charge for extras like rotating cover photos and a website linkNo numbers; guest says the free base feeds paid growth
- LinkedIn: Let paying job seekers mark up to 3 jobs a month as their top choiceTop-choice applicants 46% more likely to hear back from the recruiter
- LinkedIn: Judge tests on 5-year modeled revenue, not just first-year bookingsNo numbers; they turn down revenue that would hurt the funnel long term
- LinkedIn: Run 1,000+ A/B tests a year, each product manager owning one areaGuest says testing beats internal debate; no specific numbers
- LinkedIn: Ask people why they want Premium, then show plans and content that fitGuest says more tailoring always added value; no downside found
- LinkedIn: Tell subscribers what their benefits are and how to use themMessaging changes alone improved retention; no numbers given
- LinkedIn: Offer a two-person plan at 20% off, plus a big annual-plan discountBoth offers retain better; no retention figures given
- LinkedIn: Show past subscribers their own messages and, sometimes, win-back offersReturning ex-subscribers grew into a large share of subscribers
- LinkedIn: Give subscribers free months of partner apps like Notion, Spotify and HeadspacePerk users tend to stay longer; no numbers given
- LinkedIn: Use AI to draft profile summaries, but sell the help, not the AI