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A/B Testing Idea #13 - Offer free trials
Description
Offering a free trial enables potential customers to experience the benefits of your product or service without making them commit. This cuts out the negative feelings associated with making a payment.
Indeed, research has shown that the act of paying disrupts the pleasure of an experience, and that the more obvious, tangible or transparent the payment is, the less we enjoy making purchases and the more likely we might be to back out.
By giving customers a chance to enjoy your product without paying upfront, you are increasing the likelihood that they will engage. Additionnaly, once in possession of said product, they will then want to keep it, and will be happier to spend the money to do so.
Research has shown that we place more value on goods that we already have in our possession and are less likely to want to part with them.
Principles
- Pain of Paying (Prelec & Loewenstein, 1998)
The Research
Pain of Paying
The Pain of Paying explains how the act of paying reduces the pleasure of our purchase and that this “pain of paying” is affected by both the timing between payment and consumption and by the mode of payment.
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