Shaw Academy
An online learning platform offering courses with a free trial before paid subscription.
Shaw Academy added an email sent 3 days before its free trial ends, and sales rose 14% at over 99% significance. Cancellations did not rise significantly, so the change carried little risk. The lesson: a pre-expiry trial reminder can lift conversion, and tracking cancellations as a guardrail lets you test bold trial changes safely.
- No reminder email promised
- Fear of surprise charge remains
- Email 3 days before trial ends
- Sales up 14%
- Cancellations did not rise significantly
Sales up 14% at over 99% significance
From Shaw Academy A/B test
What was said about Shaw Academy
Shaw Academy promised a reminder email 3 days before the free trial ends. The reminder lifted sales 14% at over 99% significance. Cancellations did not rise significantly.
The reminder was meant to ease the fear of a surprise charge, a common reason people hesitate to start a trial. Because a reminder could plausibly push people to cancel before billing, Shaw Academy tracked cancellations as a guardrail metric alongside sign-ups. That let them run a bold change while knowing early whether it hurt retention.
Version A and version B as Shaw Academy tested them.
Free trial reminder: Shaw Academy's A/B test
Added an email sent 3 days before the free trial ends, which lifted sales 14% at over 99% significance. Cancellations did not rise significantly, so the bold change stayed low risk.
Shaw Academy promised a reminder email 3 days before the free trial ends. The reminder lifted sales 14% at over 99% significance. Cancellations did not rise significantly.
The reminder was meant to ease the fear of a surprise charge, a common reason people hesitate to start a trial. Because a reminder could plausibly push people to cancel before billing, Shaw Academy tracked cancellations as a guardrail metric alongside sign-ups. That let them run a bold change while knowing early whether it hurt retention.
Version A and version B as Shaw Academy tested them.
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