A free product with the goal to entice you to become a paying customer should give a prospect a taste of the product – how it works, what your selling, features offered. It's a pretty straightforward and common concept – offer a limited version of the product and encourage the user to "upgrade" – pay and get more features.
However, from a UX perspective, not everyone does it right.
Ideally, a free version of a product should be a "minimal functional product." We frequently talk about minimum viable product, or a product with the minimum amount of features that could stand on it's own and be competitive on the market. We could define "minimal functional product" as the minimum product features I can offer where someone can complete a task and experience what the product is meant to do. Often, this could be a beta product.
From a UX perspective, this level of baseline functionality increases as we get used to certain features becoming commonplace. It really comes down to what users expect.
Frankly, for a fee, users expect a lot of functionality and value. And they should get more. But this raises the question what's worth more to them? What's worth paying for? What do they expect for free?
Free Experience #1: Online Dating App/Site
Every now and again, I'll decide to sign up for a dating site. I always have this false hope that it will work out great. I think it's because I'm the eternal optimist. You never know until you try, right?
I went to Elite Singles. I chose them only for the name – by name alone, I figured that they should be more selective and have a better match algorithm. I know eHarmony is a little better at matching people than most dating sites and, although I had horrific experiences with it, many have had great success. Maybe Elite uses something similar or different?
It took me about 30 minutes to create a profile. I was a little annoyed about that – I almost wish I could have stopped halfway through and finished it later. It was just too long to get started, but I kept thinking about the algorithm that fuels the pairing process. I continued to feed the system info to get better matches.
I was excited to get in and see matches…
…But there weren't any pictures available. You had to have a paid account to see them. I figured no problem – this would get me to focus on the content in these guy's accounts and see if there was a chance of a coffee and maybe more.
I wasn't ready yet to pay $180 for 6 months only to see pictures. I wanted to see what was available and what the people here were all about.
I saw some I liked and sounded pretty good, so I started the process. I couldn't send anyone a message unless I was a paid subscriber, and that made sense to me. That's pretty involved functionality and you want users who are committed to the company who will be sticking around a bit. It would be a shame to let free accounts communicate with paying members.
I found one guy who seemed nice. I sent him some questions, and then he sent me some answers and some questions.
The system then informed me that before I can see his responses, I need to pay the $180 straight up for a 6 month commitment. There was no monthly plan. There was no starter plan. I couldn't get a taste of the people signed up for service. I couldn't have a free trial for a couple of weeks to see what it was all about and what the people were like. I couldn't research the solution. It was invest, do nothing, or get out.
I emailed the company to see if I was missing something and maybe they offered a different type of account. Nope – what was on the site was on the site.
I decided to cancel. I felt bad because I kinda abandoned this nice guy in the middle of an interaction. But then again, I didn't feel bad because I saved my $180 for something else.
$180 and a 6 month commitment was too risky to spend on something I didn't fully understand.
Where did Elite Singles go wrong? They didn't give the user a taste – they gave users a tiny spoon of flavor and hoped that was enough for them to order a meal.
What makes a great free product from a UX perspective?
- Let the user experience what the company is selling at some level. Elite needed to prove to me, the user, that they had quality singles on their site. A great way to do that would be to allow some minimal level of communication between me and some prospects. Or limit the number of prospects I communicate with. Try to get me to see why giving $180 for 6 months to Elite is a great idea.
- Trust that their product will get me to buy. Their product is people. The way the free product worked, I felt like they just wanted my money. If they trusted that I would love the sit – I only needed to try it! – then why not let me try it for a few days and then tell me to pony up?
- Offer an escape plan for a commitment – a quick, cheap trial option with minimal commitment as a next step. If you don't want to really give a free minimal functional product away, which is the impression I got from Elite Singles, then provide a "starter kit" product that has a minimal commitment, easy cancellation, and low entry fee. The problem with users is barriers to entry. They don't want to have to spend a lot of money and have a commitment up front. They want an escape plan.
- People need to be able to envision the value you are bringing to their life. They can't do that in a day. They need that taste for at least a week.
- Don't make the sign-up process tedious. Nothing is worse than a free site that wants 30 minutes of you inputting responses to find out that you really need to pay. Just allow someone to do the minimum work necessary to experience value. Once they see value and what you add to their life, they will continue the process.
Success is dependent on how users perceive an app's value – what's important to them and what they want. A free product will allow someone to learn that quickly (but not 2 days quickly). There are so many options out there and each industry is so competitive that you need to almost make your app/site the obvious choice. And the best way to do that is to include a free tier to your a membership offerings.