“ExpressVPN that's really gone hard on this 30-day guarantee and they even have on like their homepage you know why does this beat a free trial... that whole percentage that you lose in trial period is often uh more than what you would then lose with that money back guarantee”

Money-back guarantees beat free trials on web — ExpressVPN proves it

ExpressVPN limits free-trial features and pushes users toward a paid purchase backed by a 30-day money-back guarantee, arguing on its homepage that this beats a free trial. Hard purchases send stronger optimization signals to ad platforms than trial starts, improving campaign ROAS. Users psychologically perceive claiming a refund as effortful — fewer actually do it — so effective churn is lower than with free-trial cancellations.