Charging customers is essential for validating your product's value. Offering free trials can be tempting, but if customers aren't paying, they aren't truly customers. Resist the fear of rejection based on price.

Transitional calls to action can be less risky and offer customers something for free, serving as an on-ramp to an eventual purchase.

Startups should prioritize product growth and conversion optimization, focusing on the steps in the user funnel, such as sign-up and payment conversion, to enhance user experience and drive growth.

You should have empathy for your users; they often hesitate to use a website without knowing the cost or what's involved, which can negatively impact your conversion rates.

In the early days of a product, the user experience during sign-up and login is critical, and optimizing these processes can significantly impact retention and revenue.

Offering long free trials or pilots can be counterproductive, as customers may not fully commit to using the product. Keep trials short with clear success criteria.

Free trials may seem appealing, but they don't provide the commitment, validation, or revenue that startups need. It's better to seek a commitment from customers instead. We only do annual agreements, but if you're not satisfied in the first 30 days, you can opt out without penalty. This approach protects the customer while also showing our commitment to them.

Transitional calls to action, like offering free information or samples, can help deepen customer relationships and lead to eventual purchases.

It's better to have the default be that customers are signed up rather than needing to renegotiate after a short period. This way, you avoid the free trial trap and create a more stable relationship with customers.