The trial message is describing membership broadly after households have seen a specific order outcome.
Recent savings make the value concrete, while broader benefit language preserves a simpler message.
Who you’d be doing this for
“I saved on delivery once, but I still don’t know if I’ll use this enough next month.”
Ines Pellegrini · Household grocery shopper
A one-order trial member comparing the membership fee with the cost of her first delivery.
What is at stake
Click-to-membership conversion has fallen from 8.0% to 6.1% for one-order trial members. You have to weigh a concrete savings story against a simpler membership message with one send left.
Why it isn’t already fixed
Every obvious fix costs something else. That’s the part you’d have to decide.
- concrete savings proof vs durable membership story
- conversion lift vs channel health
- fast cohort decision vs clean experiment read
Why Instacart
Instacart+ depends on turning a household’s first delivery savings into a reason to keep shopping.
Written with these in mind
Not your kind of problem? 41 more at Instacart, or browse every organization.
This is the setup. The work is inside.
Running it puts you in the room: the full situation and its constraints, stakeholders who push back in their own words, and the decisions that are yours to make. What you produce becomes a Day One Plan — work you can show someone instead of describing.