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marc.. not saying that we try not to convert.. heck.. we offer free trials ;-))
BUT... i HAVE seen sponsors who purposely make trials that DON'T convert... (predominantly 100% programs)... but make that 70% or 60% & the logic of NOT having members is still very solid.
I recall hearing somebody that tried a really really odd priced trial ($3.87 i believe) and did amazingly well with it. Seems like the odd prices have an impact on surfers...
Perceived value on longterm purchases is important... but perceived value on point-of-sale or impulse items is completely worthless... mba 101. As for the 4.95 trials... we've done it & been there... they decrease conversions no doubt. It is possible however that for a short period of time the "new price" that surfers aren't used to seeing has a positive sales impact.
The assumption... "I haven't seen a 4.95 trial before... it MUST have something different inside!".
In the end the MOST IMPORTANT thing to remember is that markets are cyclical.. every industry has and always will have it's ups & downs... trial prices may go up & down... monthly prices may go up & down... but in the end the market itself will correct itself. But thinking that after 4 years the market has reached it's full corrective status if foolish... we are just seeing the beginning of the corrections.
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