To achieve our goal of increasing the conversion rate from demo users to paying AI customers, we leveraged the psychological principle of loss aversion. This principle suggests that people are more motivated to avoid losses than to acquire equivalent gains. By applying this insight, we aimed to create a sense of urgency and value around the images users created during the demo period.

iStock.com offers a demo period for potential customers to explore and experience the capabilities of its AI-powered image creation tools. During this demo period, users can create and manipulate images to understand the value and potential of the platform. However, these images are not permanently saved unless the user transitions to a paid subscription. Our goal was to increase the conversion rate of these demo users to paying customers by effectively communicating the value of their created content and encouraging them to subscribe.