Why teams cancel and what we changed

Almost every new Business subscription at Miro starts as a 14-day trial. Business is about 30% of new subscriptions and costs twice as much as Starter. About 55% of trials ended in a paid plan.

The reason teams gave for cancelling was cost. The data said something else: 70% of trialling teams never found what makes the plan different, and only one user in five was still active on day 14. Interviews with teams that had cancelled confirmed it. The problem was discovery, and we were not telling people what they were getting.

So we rebuilt the trial step by step. The checkout reassures people about the trial's benefits, and right after it we nudge people to invite their team while it is free. During the trial we show which features belong to the plan, and we repeat that value when someone is about to cancel. And when a trial ends, the pricing page makes the case one last time.

Each step moved a little. After the invite step, 3.7% more teams added seats. With the extension, teams of more than five converted 9.3% more often. Together they moved the whole trial: the share that ends in a paid plan went from about 55% to above 61%, with the same number of teams starting one.