How Emotions Impact Subscription Conversion Rates

Our instincts travel faster than our rational brain.

On getquip.com the default option is to go with the refill plan where every 3 months a fresh brush head is mailed to you:

But if you are a skeptical first-time buyer (like me) you will instinctively get out of this default mode (“I don’t want to get locked into a long-term thing here …”). And on Quip, once the user clicks out of the refill option there is no more pitching:

But we know instincts travel faster than our rational brain. Many people whose rational side would like the savings of the subscription plan are missing out on our sales pitch.

We fixed that by making one small tweak: