What had happened?
Turns out this client had several product feature descriptions listed during the trial sign-up process. One of these product descriptions happened to have an asterisk next to it, which was explained at the bottom of the page saying it required a credit card number upfront to use it. For a casual observer, it wasn't clear to which product feature the asterisk actually belonged. So, during a content review session, someone caught this and said -- wow, people are looking at our new product and they think they need a credit card to subscribe, which they really don't, and they get very hesitant.
So, in July, a quick content change was made. The asterisk was removed.
Since we are tracking all the transactions, within 7 days after this change, we started seeing a sudden spike in new trial subscriptions, which has levelled off above 7,000 new trial signups a week (for now). More than double of what was happening prior to the removal of the infamous asterisk.
My colleague did a quick calculation on revenue impact, and it basically translated roughly $2,000,000 in additional revenue in the coming 12-months because of the asterisk removal.
I hope you don't have a similarly expensive asterisk ANYWHERE on your website.