Patterns

Paywall & free trial

Patterns that improve trial starts, upgrades, and paid conversion moments.

For how often each kind of change beats its control, see our A/B testing benchmarks.

Closing the switching-confidence gap on Fastmail's homepage

Hypothesis: Surfacing a provider-matched switching section as the first scroll below Fastmail's hero — one that directly answers the three questions most likely to defer a trial signup — will reduce the gap...