Thinking

The question is whether the new onboarding step or the new paywall copy caused the drop, and the two shipped in the same release, so the overall numbers can't separate them. The funnel splits cleanly by platform. On desktop, trial starts and the trial to paid rate are flat within a point. On mobile, trial starts are flat too, but the rate fell from 14% to 11%, and almost all of that is people who never scroll to the plans after the new step. The copy shows on both platforms and the extra scroll only on mobile, so the step is the likelier cause. An experiment with the old order on mobile only, same copy on both arms, would answer it in about nine days at current traffic. I will also check the 14 links in the onboarding emails, since two of them still point at the old pricing page and could make the plans look different from what people expect.