Lesson learned: pricing clarity matters more than coupons

We ran a 50% launch discount to "reduce friction." Conversion ticked up; annual value dropped; support got harder because discount users churned faster. The real friction was unclear limits—what's included, what triggers an upgrade, what happens at trial end. Fixing copy and comparison tables moved conversion more than any coupon. We removed perpetual discounting and wrote pricing FAQ from actual sales objections. Fewer surprises, fewer angry cancellations.