Two free summaries beat a 7-day trial by 22% in revenue per visitor
A book-summary app split its website evenly between two sign-up offers. One group received a seven-day that required a credit card, while the other received two free summaries after logging in.
Among the people offered the trial, 60% entered fake card numbers or used cards that could not be charged seven days later. The two-summary offer produced fewer initial sign-ups, but its was about 22% higher during the test period after failed payments and money returned following card disputes were deducted.
Key points
- Website were divided equally between the two offers.
- The seven-day trial required a credit card; the other offer provided two summaries after login.
- Sixty percent of people offered the trial used fake cards or cards that failed when payment was due.
- The two-summary offer brought fewer sign-ups but about 22% higher .