Quizlet · B2C · study flashcards app
Give lapsed users a new free trial if they left a year ago and are active again
Some success in several tests; no numbers
Workedcancellation-flowpaywall
What they did
Refresh the free trial for former subscribers selectively: only when their last subscription was long ago (e.g. about a year, not recently) and they show signs of being engaged again (e.g. this semester's classes fit Quizlet). Pair it with a 'here's everything we've added' message. Held back for recent churners because students may game repeated trials.
What happened
Tested at different points in time with some success.
- Stage
- scale
- Effort
- Tested several times
“We yeah, we do it more judiciously, for sure. But we've tested it at different points in time and we've seen some success.”
“If it's pretty recent, I wouldn't really do that. But if it's been a year since they subscribed, oftentimes, it's a nice way to say, "Hey, here's all the things we've added."”
Related topics
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- Let students' and teachers' flashcards rank in Google for long-tail searchesMost important of four growth loops; low-cost acquisition
- Stay free for years, then add a low-priced subscriptionBuilt a teacher-student network effect; guest says rivals that monetized faster failed
More from this episode
- Quizlet: Ask a few quick questions about why when people cancelFound a third of 'no longer need' churners were just done with one test
- Quizlet: Win back lapsed students with content from classmates in their own courses
- Quizlet: Add a monthly plan for students who start partway through the school yearKept after testing; no numbers given