Growth Marketing: The Skills and Frameworks You Need
When WordStream began receiving complaints that the seven-day free trial of their PPC management software wasn’t long enough, the brand decided to A/B test 14-day and 30-day trials.
The results? Prospect trial to conversion rates fell with the longer trials.
WordStream confirmed that seven days was plenty of trial time, and they didn’t need to waste resources chasing customers down a longer funnel.
No changes were made to the customer journey, and it had nothing to do with revenue lift. Yet, this was a successful growth marketing campaign.