# Value-first trial-end upgrade page with offer: +43% upgrades

- Outcome: Won
- Page type: Onboarding (SaaS)
- Elements: Value proposition, Cta, Urgency
- Test run by: [MECLABS](https://liftarchive.com/practitioners/meclabs/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://marketingexperiments.com/conversion-marketing/premium-trial-conversion-optimization
- Page: https://liftarchive.com/test/gap-eteamz-trial-end-upgrade-interrupt-page/

Redesigning the page shown when the eteamz premium trial ends lifted upgrades by almost 43%, at 95% confidence. MECLABS ran the test for eteamz, a sports website builder with a free plan and a PLUS trial, and published it on MarketingExperiments in 2012. Several changes shipped together: value bullets with images, a single CTA, a one-time offer and a data warning.

## Result

**+43% upgrades**

- Upgrades after trial end: +43% relative (the source says almost 43%). This is a win.
- Confidence: 95%.
- Several changes were tested as one package, so the lift can't be credited to the bullets, the offer or the data warning alone.
- Sample size and duration: not shared.

## Control

When the PLUS trial ended, an interrupt page asked users to upgrade or stay on the free plan. The buttons came before the value of upgrading was clearly explained.

## Variant

The page stacked feature and benefit bullets with supporting images, then one CTA at the bottom. The CTA came with a one-time, use-it-or-lose-it offer and a note that premium data would stay locked until the user upgraded.

## Why it likely won (our reading)

- Showing the value before asking for a decision reminds users what they're about to lose from the trial.
- Specific feature bullets, such as importing up to 1,000 players and parents, are easier to believe than general claims.
- A one-time offer gives a reason to act now rather than later.
- Warning that premium data would be locked adds a loss to avoid, which likely pushed some users to upgrade.

## Caveats

Several changes shipped at once, so the result belongs to the full redesign. Sample size and duration are not shared, and the test is from 2012.

## How to run this test

- Hypothesis: If we show the value of the paid plan before asking trial users to choose, and add a time-limited offer, then more of them will upgrade because they see what they'd lose and have a reason to act now.
- Primary metric: Upgrade rate among users whose trial has ended
- Guardrail: Refunds or cancellations in the first billing cycle
- Guardrail: Free-plan churn after the page
- Guardrail: Support tickets about locked data
- Who should test it: Freemium and reverse-trial SaaS products that show a page or modal when the trial ends. Be careful with the data-lock warning: it should be accurate, and it may backfire if users feel pressured.

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Credit: MECLABS ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/gap-eteamz-trial-end-upgrade-interrupt-page/).
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.