Decide which features should be in the free and paid plans

The free plan should have features that enable and accelerate top-of-funnel user growth. You can identify these by drawing lines around your most adopted core features.

The paid plan should have features that generate value for your user personas, such as:

• Moat features: High switching cost or powerful network effects
• Sticky features: Once a user starts using this feature, they pay more to use more
• Sophistication features: Deeper, more complex feature usage

Reverse trials rely on loss aversion to work: people are twice as likely to buy if they stand to lose something than if they are to gain something.

So to make the most out of reverse trials your paid plan must be compelling enough to justify the purchase at...