# Loss or Gain Framing in Trial-End Messages A/B Test

Page: https://alidemirbas.com.tr/en/lab/ab-test-library/tests/loss-or-gain-framing-in-trial-end-messages-ab-test

## Hypothesis

If the trial-end message is framed around losing access, users may see more clearly what they would give up, and the paid upgrade rate could rise more than with gain framing. If the message feels pressuring, though, that gain may wear away through early cancellations, while gain framing could bring fewer but longer-lasting upgrades.

## When to run this test

When many users get the trial-end message and still let the trial lapse without upgrading, support requests mention its tone, or notification opt-outs climb after it goes out, the message is not moving people. If framing really makes a difference, one version moves more users to a paid plan without raising the cancellation rate. Before launch, confirm the message is accurate: describe as lost only the features that really go away, and do not suggest data loss when the data stays available on the free plan.

## Primary metric

**Paid upgrade rate**: Compare paid upgrades among all eligible assigned trial users.

## Other metrics

- **Cancellation rate**: Compare subscriptions with the same completed follow-up period after paid signup.
- **Notification opt-out rate**: Track users who turn off message notifications over the same follow-up period.
- **Message-related support requests**: Compare questions or complaints about message accuracy or tone using the same denominator.

## What to check before and during the test

- **Framing**: Compare loss-framed and gain-framed versions of the same trial-end information.
- **Specifics**: Include the same feature details and accurate access implications in both versions.
- **Timing**: Keep channel, send time relative to trial end and frequency unchanged.
- **Perception**: If measuring how the message feels, use the same question, timing and sampling method in both arms.
- **Usage**: Review activity segments defined before assignment.

## What to watch when reading the result

- Paid upgrade rate decides the test, but also check cancellations among subscriptions that have completed the same follow-up period after paid signup. If loss framing lifts upgrades while early cancellations, notification opt-outs or message-related support requests rise too, do not ship on that lift.
- Do not pair loss framing with urgency that pushes an immediate decision; give users real time to think it over. Sending the same message again at short intervals also makes it impossible to separate the effect of the frame from the extra pressure, so test frequency on its own.
- Expect the result to hold only for this channel, this send time and these feature details. Read the activity segments you defined before assignment separately, since the framing may work differently for light and heavy trial users.
- Only a limited number of users may reach the end of a trial, so a small difference might not show up in this sample. Use the current paid upgrade rate and the relative lift you expect in the [sample size calculator](https://alidemirbas.com.tr/en/calculators/sample-size-calculator) to get the users needed per arm, then compare that with your flow of eligible users whose trial is ending. If that flow cannot fill it in a reasonable time, plan a longer run or accept up front that only a larger difference will be visible.

## Frequently Asked Questions

### Should I choose loss framing if it increases upgrades?

Check cancellations after equal mature paid follow-up periods. Pressure can create upgrades followed by early cancellation. Monitor dismissals and tone-related support contacts. Use paid upgrades per eligible assigned user as the primary outcome.

### What should loss-framed messages avoid?

Do not imply loss of features or data that will remain available. Avoid combining loss framing with urgency that denies reasonable time to decide.

### How can I measure how the message is perceived?

Use identical feedback questions, timing and sampling across groups. Review activity segments defined before assignment. Test message frequency separately.