Netflix A/B Tests And Rejects Free Trials
Netflix has been offering a 30 day free trial for Canadians. Sometime in May however we spotted something way more interesting - they began a/b testing different trial durations (30, 14 and 7 days), as well as an immediate payment-first approach (without a trial). Fast track another few months and it now looks like the experiment ended with the payment first pattern being implemented to 100% of the Canadian audience. Free trial no more.
Highlighted UI Changes From This Leak
Varying Free Trial Durations
The experiment tested a wide range of free trial durations ranging from 30, 14, 7 and 0 days. Both the control and the variations asked users for a credit card during signup. The last variation (D) however charged users immediately - and looks like it was also rolled out.
Overall I really like the test setup of this intensity-type experiment with all of the variations exploring a single trait or property (with various intensities).