# Trial timeline paywall: higher trial opt-in, 4% fewer cancellations

- Outcome: Won
- Page type: Paywall (App)
- Elements: Free trials, Paywall design
- Date shared: 2024-04
- Test run by: [Marcus Burke](https://liftarchive.com/practitioners/marcus-burke/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.revenuecat.com/blog/growth/how-to-increase-trial-conversion-rates-without-adding-new-features/
- Page: https://liftarchive.com/test/blinkist-ethical-timeline-paywall/

Blinkist, a book summary app, tested a paywall that shows a timeline of the free trial and when the user will be charged, and saw a significant rise in trial opt-in plus 4% fewer trial cancellations. Marcus Burke, then at Blinkist, ran the test and wrote about it on the RevenueCat blog. The design was by Jaycee Day.

## Result

**Significant rise in trial opt-in; trial cancellations -4%**

- Trial opt-in rate: a significant rise. The exact lift was not given in this write-up.
- Trial cancellations: down 4%, so more trials stayed active toward the first charge.
- Both metrics moved the right way, which is rare. Most paywall changes trade one for the other.

## Control

Blinkist's previous trial paywall, without a timeline of the trial.

## Variant

An 'ethical' paywall with a timeline of the trial that shows what happens on each step and when the user gets charged.

## Why it likely won (our reading)

- Showing the charge date up front removes the fear of a surprise bill, so more people feel safe starting a trial.
- Users who start knowing the terms are less likely to cancel in a rush to avoid being charged.
- Being open about billing builds trust at the moment users decide.

## Caveats

Sample size, duration and the size of the opt-in lift were not shared in this write-up. Published on the RevenueCat blog, a vendor that sells paywall tools.

## How to run this test

- Hypothesis: If we show a clear timeline of the trial and the charge date on the paywall, then more users will start a trial and fewer will cancel because they trust there is no surprise charge.
- Primary metric: Trial start rate
- Guardrail: Trial cancellation rate
- Guardrail: Trial-to-paid conversion
- Guardrail: Refund requests and billing complaints
- Who should test it: Any app with a free trial, especially if users complain about surprise charges. It won't apply to apps without a trial.

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Credit: Marcus Burke ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/blinkist-ethical-timeline-paywall/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.