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Calendly Growth Experiment: Retrials

Retrials for unactivated users severely cannibalized subscriptions, but boosted annual plan mix while increasing invitee bookings within retrial cohorts.

Marshall Hahn
Marshall HahnSoftware Engineer
Growth Engineering
Calendly Growth Experiment: Retrials

Overview

Test giving unactivated users (booked less than 5 meetings) who have never subscribed to a paid plan of Calendly a second free trial.

Hypothesis

IF the product grants unactivated users a second free trial when they encounter a paid feature,

THEN they will be more likely to activate and convert,

BECAUSE they get to do a free trial at a time they are ready to evaluate Calendly.

Experiment

The first time the user hits a paywall after their trials ends, we will let them know they hit a paid feature and give them the chance to claim a second free trial. Each user will be limited to a single retrial.

retrials_experiment_workflows.png
retrials_experiment_modal.png
retrials_experiment_confirmation.png

Results

  • Subscriptions Created: -31.6% (StatSig)
  • Subscriptions Created within 28 days of exposure: -35% (StatSig)
  • Yearly Subscription Mix: +19.3% (StatSig)
  • First Invitee Booked: +9.6% (Not StatSig)
  • Fifth Invitee Booked: +9.4% (StatSig)

Key Learnings

  • Offering a retrial severely cannibalizes subscriptions that would have happened in absence of the retrial.
  • Those in the retrial cohort favor yearly subscriptions over monthly relative to control. This may indicate users have realized longer-term value from Calendly via the retrial.
  • Increased first and fifth invitee booked rates for the retrial cohort.