Internal briefing · v1 experiment plan
A limited-time welcome offer test for new signups. 50% off the first year of Plus or Advanced annual, paired with urgency framing in the existing trial journey. No engineering effort required for v1.
Goal
More signup → paid conversions
Target: annual conversion rate up 50%+ in treatment vs. 20% holdout, over 4 weeks.
Offer
50% off your first year
Plus or Advanced annual. Double our usual 25% off annual discount. Code K9XPM7.
Mechanic
Stripe coupon + Customer.io
No engineering. Fixed-date coupon expiry, "7 days from signup" framing in messaging.
Context
We currently auto-apply a 50% off 6-month discount (monthly billing) or 25% off annual to all new subscribers. The monthly $1 / 3-month playbook (e.g. APRIL1, end-of-month expiry) targets active trialers, free users, and recently expired trialers via email, in-app, and SMS, converting around 400 new paid subs per month.
The gap: new signups have no urgency-anchored welcome offer. We don't know whether a "claim within 7 days" mechanic at signup, paired with a deeper annual discount they wouldn't otherwise see, lifts annual paid conversions without disrupting the monthly playbook.
The hypothesis: a time-bound welcome offer on annual (a different lever from the monthly $1 playbook) creates net-new annual conversions without cannibalizing existing 25%-off-annual buyers by more than 1:2.
The monthly $1 / 3-month playbook is doing the heavy lifting today and is not paused for this test. The annual LTO is purely additive. It pulls a different lever (annual commitment) and exits via a different SKU.
Design
From the grill-me planning session. Each was reviewed against alternatives and rationalized for the v1 quick-test framing.
Goal
More signup → paid conversions (volume)
Offer
50% off first year of Plus or Advanced annual (vs. usual 25% off annual)
Audience
All new signups, globally
Cohort split
80% treatment / 20% holdout, via Customer.io random cohort branch
Urgency mechanic
Stripe coupon expires at fixed date (test end + 1 week grace). Messaging implies "7 days from signup". Slippage is acceptable for v1.
Test window
May 4 – May 31, 2026 (4 weeks). Read week of June 1.
Monthly playbook
No suppression. Monthly $1 campaign continues as normal.
Cap
Uncapped redemptions
Tracking
Stripe coupon redemption export + Customer.io campaign attribution
Win bar
Annual conversion rate up 50%+ in treatment vs. holdout
In-app
Skipped for v1 (existing 50% / 6mo banners on days 2 / 3 / 4 already saturate)
Cadence
Two dedicated comms carry the urgency signal. Two embedded mentions in existing emails widen reach without compounding fatigue. No in-app banners for v1. They would compete with existing 50% off 6mo monthly banners on days 2, 3, and 4.
Day 0
Embedded
P.S. line
Single sentence appended to existing welcome / sales email. Plants the seed.
Day 1
Dedicated
Full email
Full LTO pitch. Plan cards, code, primary CTA. Editorial template.
Day 3
Embedded
Paragraph
Single paragraph in the existing day-3 sales email. Frame for committed practitioners.
Day 5
Dedicated
SMS
Urgency push: "2 days left." Uses A2P-compliant prefix and STOP opt-out.
Pricing
Verified from carepatron.com/pricing on May 1, 2026 from US perspective. Plus $31/mo list, Advanced $39/mo list. Annual has a 20% built-in saving vs. monthly × 12. The LTO applies a 50% off coupon to the displayed annual price.
Plus annual · LTO
$298$149 /yr
Half off the displayed annual price. Default new-customer annual offer is 25% off ($224/yr). Customers save ~$75 vs. the default.
Advanced annual · LTO
$374$187 /yr
Half off the displayed annual price. Default new-customer annual offer is 25% off ($281/yr). Customers save ~$94 vs. the default.
Regional caveat: Carepatron displays in the user's local currency. The Customer.io email must use Liquid to render the customer's regional price, OR the v1 test is filtered to US-only audience. Carlos to confirm before launch.
Coupon
Welcome code
K9XPM7
Discount: 50% off, applied to annual subscription SKUs only (Plus annual + Advanced annual)
Restriction: 1 redemption per customer
Expiry: 2026-06-04 (test end May 31 + 1 week grace for late-window signups)
Owner: Carlos creates in Stripe directly
Assets
Each touchpoint, ready to drop into Customer.io. The Day 1 email is rendered live below.
Day 0 · Embedded P.S.
Appended to the existing day-0 welcome / sales email
P.S. We've added something to your account: 50% off your first year on Plus or Advanced annual. That's double our usual annual discount, only available in your first 7 days. Code: K9XPM7. Claim →
Day 1 · Dedicated email
Subject: 50% off your first year. 7 days only.
Day 3 · Embedded paragraph
Standalone paragraph in the existing day-3 sales email
One more thing worth knowing: if you're already thinking longer-term, your account has 50% off your first year on Plus or Advanced annual. That's double our standard annual discount, available for 4 more days from your signup. Code: K9XPM7. Switch to annual →
Day 5 · SMS
A2P-compliant urgency push, single segment
Carepatron: Hi {{customer.first_name | default: "there"}}, 2 days left to claim 50% off your first year. Code K9XPM7. Claim now: app.carepatron.com Reply STOP to opt out.
Execution
~/Downloads/lto-annual-day1-email-v2.html. Brand color #5b1db1, USD pricing, K9XPM7 code, polished promo box. Subject: "50% off your first year. 7 days only."
~/Downloads/lto-annual-embed-snippets.md. Day 0 P.S., Day 3 paragraph, Day 5 SMS, and Customer.io campaign config notes.
50% off, annual SKUs only (Plus annual + Advanced annual), 1 use per customer, expires 2026-06-04.
Trigger on new signup. Random branch 80% treatment / 20% holdout. Persist as lto_cohort user attribute. Suppress remaining touches if subscription_created fires before day 5.
Stripe checkout pre-fills annual frequency + applies promo via URL param: ?frequency=annual&promo=K9XPM7. If not built in time, customer pastes manually. Graceful fallback either way.
Final design review on the Day 1 email. Hero crop, logo treatment, spacing tuning. Existing draft is shippable as-is.
Send test campaign to Carlos's email + SMS. Confirm rendering across Gmail iOS dark mode, Apple Mail, Outlook. Confirm deeplink resolves correctly and code applies at checkout.
Flip Customer.io campaign live. New signups from May 4 onwards enter the 80/20 cohort split.
Verification
Pre-launch
During test
lto_cohortPost-test (week of Jun 1)
lto_cohort