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AI & Machine Learning·Productivity
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FounderPlaybooks.
What other founders did to grow.
2722 dispatches from hundreds of founders, pulled from the week's best podcasts.
When you're running a start trial campaign the signal is like all the people who are willing to start a trial but not necessarily all the people who are willing to pay. When you have a purchase-only funnel every user that gets sent back to the ad network is one that's high intent, high quality — the algorithms are able to better find users just like that.
Money-back guarantee on web funnels sends better purchase signal to Meta than free trial — quality users find you faster
Reading.com replaced the free trial with a 30-day money-back guarantee on its web ad funnels. Conversion rates dropped, but every conversion event sent to Meta was a real purchaser — high-intent signal the algorithm could use to find more like-minded users. Over time the higher-quality audience the algorithm learned to target more than compensated for the lower raw conversion rate, and few users actually exercised the refund.
we knew that someone had to listen to six stories to become hard activated what we did then was we gave everybody 10 free stories to make sure that they would get to that point so you don't just give six just in case some people might be a bit more or less because six is the average and the average is never the truth.
Find Your Hard-Activation Threshold — Then Give Users 10 Free When the Number Is 6
Hannah identifies a 'hard activation' number — the minimum core actions that embed a product in a user's life. For a content app it was six listens; for others it might be three workouts or four restaurant check-ins. Once found, give users slightly more than the threshold for free (she gave 10 when the threshold was 6) because the average is never the truth and you don't want people to fall one action short of retention.
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