SUMMARY: As we discovered in MarketingSherpa's recent observational study of trial offers for online subscription services, the ability to cancel before getting charged is often a confusing and frustrating process. Yet, collecting card information is the linchpin of most trial systems.
One subscription marketer hit upon the idea of adding an email reminder to notify users that their time was about to expire. But would such a system actually cause cancellations to jump, thus leading to a net loss in subscription conversions? Includes A/B test results.