Winner
Medium confidence
How It Works
In this experiment, new paywall copy and messaging was used to encourage more users to signup and pay for access to a mental health app. The variation reinforced that users would be receiving a full featured application, with reminders about the upcoming billing. It reinforced that users will have a full week to decide and potentially cancel their application. Impact on lagging +7 day later transactions was measured.
Hypothesis
If we add 'how it works' educational copy to paywall or signup pages, then lagging +7 day later transactions will improve because explaining the value proposition reduces uncertainty and hesitation.
Why This Works
Key Learnings
Expected Lift Range
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