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A bug saved the company

(weblog.rogueamoeba.com)
379 points ingve | 2 comments | | HN request time: 0s | source
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strogonoff ◴[] No.45023841[source]
Free-trial-based approach to software distribution is not the best. Compared to at least one better alternative, it is:

0) worse when it comes to developer bottom line (if you are being generous, try to provide enough trial time and usable software during trial period, a large chunk of your users will just never pay);

1) worse when it comes to user experience (you are interrupted, you encounter blocked-off functionality, which basically means that upsell is part of core GUI);

2) worse when it comes to developer experience (now you don’t just program one great product, you also have to program into your core GUI the upsell—the various ways in which it becomes restricted while remaining usable);

3) worse when it comes to product improvement (the unhappy user will simply delete the software and you’ll never know what they didn’t like);

4) exactly identical when it comes to honest paying user’s expenses.

No doubt, there are worse options. (One that takes the cake: advertise it as free software, but constantly upsell the “full version” offered on subscription basis.)

What’s that better alternative I’m comparing free trials against, then? Simply offer returns. Buy it, get a license, make your trial period however long you like; don’t like it—request a refund, get money back, get license revoked. What it means is that “tried and not bought” is no longer one of the “happy paths”. As a result, you have a better chance of really understanding what was wrong (if I must ask you for refund, you are in touch with me), and you also exhibit more confidence in your product up front.

I believe App Store in fact works this way. If someone’s thinking about distributing there and feels like the only way to offer a trial is IAP, maybe reconsider: you don’t need that overhead, one fully featured version is enough if your users can already get their money back if they don’t like it. I believe refund process happens automatically for you as a developer, though I’m not sure whether or not the feedback they provided will be forwarded to you. Willing to be corrected.

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bot403 ◴[] No.45023900[source]
I like your line of reasoning and you may be right. But as a user I'll probably try a few of the free trial competitors to see if they do what I want before I put money down. I don't always trust front line customer service and the returns process. Sure, maybe you are the good developer who makes it instant and easy. But maybe you're not and either employ dark patterns to keep me in place or don't respond to me at all to return my money. Then I have to consider if the cc charge back process is worth my time and hassle.
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strogonoff ◴[] No.45024023[source]
Is chargeback a hassle? I’d think it’s absolutely in the interest of the developer to be responsive to refund requests because chargeback is so trivial with a credit card.

If anything, a downside of the approach I advocated for would be if too many dissatisfied users just issue a chargeback and not even request a refund. For a developer, high rate of chargebacks can presumably cause issues for billing.

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1. whatevaa ◴[] No.45024069{3}[source]
There is a big penalty for chargebacks, so not presumably, definitely.
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2. strogonoff ◴[] No.45024090[source]
Depends on your platform, pricing, how good your product is. Stripe charges $15 per chargeback; if your software costs $100+, it’s probably not a massive concern. If you distribute via a well-run walled garden, chances are it’s not a concern at all.

Chargebacks aren’t so scary. It’s never a default recourse for any customer, especially not the type financially able to buy your product outright (remember patio11’s advice: the higher you charge, the better educated and less problematic are your customers; and any amount is higher than zero). You don’t just issue a chargeback if you didn’t like your new iPhone; same with anything. Whoever issues chargebacks all the time, rather than going through a refund process, is in no time dropped by their bank for chargeback fraud.

As a developer, you only run the danger of accumulating chargebacks if you promise a refund and then simply ignore refund requests, in which case it’s squarely on you. Frankly, there’s no excuse not to have a fully automated refund processing pipeline.