Part 1: Your new paywall converts better. Do customers know what they bought?

Part 1: Your new paywall converts better. Do customers know what they bought? Purchase conversion goes up, CAC goes down, and the team starts scaling. But some of those extra buyers may have missed one detail: they signed up for a recurring subscription. If that’s what changed, the old cohorts’ renewal rates won’t tell you how the new ones will perform. Some customers cancel before the next charge. Others want to leave but struggle to cancel, so the payments keep coming. Billing retention looks healthy. A successful charge, though, doesn’t mean the customer wanted to renew. You see the conversion lift first. Missed renewals, refunds and disputes take longer to show up. Stripe says cardholders can typically dispute a payment within 120 days, sometimes longer. You don’t need to wait four months to make every decision. But before calling the test a winner, check what happens after the first purchase. Otherwise, you could scale the problem before you can measure it.