When a trial user does not convert, almost every team looks in the same two places: the pricing page and the paywall. The assumption is that people saw the number and flinched.
Walk through enough trial funnels and a different pattern shows up. The users who did not convert mostly never reached the pricing page at all. They left much earlier, usually at a screen the team considers solved, and...
The quiet fear every client has when signing a design contract is this: I am about to pay a lot of money for three weeks of meetings, and then someone will show me a mood board.
It is a reasonable fear. "Discovery" is the single most abused word in this industry, and plenty of engagements really do spend three weeks producing nothing a client can use.
So here is the week-by-week version. Not...
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