A diet app offers a free trial but no free version. After the user installs the app,
Question:
A diet app offers a free trial but no free version. After the user installs the app, there is an on-boarding process where the user answers a few questions and can enjoy limited content for free (as a “taste” of the value the app offers). After this experience, users get to the paywall. In order to start the free trial, users must provide their credit card information (if they cancel their subscription before the trial expires, they will not be billed). Only 12% of users who install the app start a free trial. When discussing how to improve the conversion rate from install to start a trial, the product manager suggested changing the length of the current pre-trial experience. How would you decide whether we need to test a shorter experience from installation to starting a trial, or a longer one?
Applied Regression Analysis and Other Multivariable Methods
ISBN: 978-1285051086
5th edition
Authors: David G. Kleinbaum, Lawrence L. Kupper, Azhar Nizam, Eli S. Rosenberg