Emphasizing free plans increased Lucidchart registrations but hurt downstream paid conversions
Karl Sun · "Our best and worst marketing experiments" Lucidchart Co-Founder and CEO Karl Sun · Jul 16, 2019 · at 10:13
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Karl Sun, co-founder and CEO of Lucidchart, discusses pricing page experiments and why maximizing free signups failed to drive paid conversions.
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“And our thought, obviously, was that, you know, free would lower the barrier for people to enter, and it's true that it increased a lot of registrations, right? But what happened is we brought in a lot of interest, but they were, because they were anchored on free, It really decreased the conversions.”
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