We're in the middle of a proper ice storm here in Atlanta this weekend, so I did what any responsible human would do: heroically ventured out for coffee, lit the fireplace, and settled in to write this issue while staring at the icy trees outside my window.
Cool, hah?
Today we're talking about free-to-paid conversion and why users ghost your locked features instead of upgrading.
The Ghosted Moment
Freemium products face tough odds: conversion to paid typically ranges from 1-5%, compared to 20-60% for trial-based products. That means you have to make every conversion moment count.
One of the most popular upgrade triggers in freemium?
Locked features.
The flow goes like this: I'm using your free features, I spot something I like, I click on it, see it's locked, and then I either upgrade, start a trial, or, most likely, ignore it completely.
The mistake I see constantly: these locked-feature triggers don't take advantage of their specific context. They look generic and faceless, like every other upgrade screen.
Here's what this looks like in practice:
You click on a specific template in Canva
Instead of messaging tied to that template, you see: "Upgrade to access 1,163,623 features and explore our amazing product to enhance, optimize, reimagine…", you got the idea.
You just wanted one template, but you're being offered the entire menu
If you stopped for a piece of cake, do you really want to go through the whole 100-position menu?
Quick math
If 1,000 users hit a locked feature and your generic upgrade message converts at 2%, that's 20 upgrades. Make it specific and contextual, bump that to 4%, and you've just doubled revenue from that trigger. Small change, big impact.
What’s Behind It
When users hit that locked feature, here's what's actually running through their head:
"If I upgrade, do I get this exact thing?"
Feeling: hesitation
Bias: specificity → trust (when the benefit is concrete and matches what they clicked, it feels credible; vague feature bundles create uncertainty and people stall)
"And for how long do I get it?"
Feeling: guarded
Bias: risk avoidance under ambiguity (when duration and terms are unclear, the brain treats it as risky; clarity reduces cognitive load and increases confidence)
"Do I have to pay right now, or can I try it first?"
Feeling: resistance
Bias: loss aversion + decision friction (immediate payment feels like a bigger loss; "try first" makes the step feel safer and easier to take)
Psychology Cheatsheet
The 3 questions every locked-feature upgrade must answer:
Will I get this specific thing I just clicked?
For how long?
When do I pay?
How to Turn It Around
Canva, as always, does a great job here. Let's break down how they answer all three questions:
"If I upgrade, do I get this exact thing?"
They show you the template you clicked + say "Upgrade to use THIS template"
The specificity removes all doubt
"For how long do I get it?"
They highlight "30 days" right on the CTA button
No hunting through fine print
"Do I pay now, or can I try it first?"
The CTA says "Try it FREE for 30 days"
Plus a promise to remind you before the trial expires
Zero payment friction at the decision moment
The Canva upgrade trigger formula
Show the exact thing they clicked (the template image)
Confirm they'll get it ("Upgrade to use THIS template")
Put the duration on the button ("30 days")
Lead with FREE, not payment ("Try it FREE for 30 days")
Add a safety net ("We'll remind you before charging")
If you forget everything, remember this:
Every locked feature is a moment where someone actively wanted something from your product. Don't waste it with generic upgrade messaging.
🎉 Woow, you finished the issue, that’s awesome!
Hi, I’m Anastasia Kudrow, and I write Ghosted.
I am also a product growth consultant. I help SaaS teams apply psychology and PLG to build growth they can actually control. I run my own project, Growing Pains, and also work with one of the leading PLG consulting agencies, ProductLed, led by Wes Bush.
Feel free to follow me on LinkedIn: https://www.linkedin.com/in/anastasia-kudrow/
Or check out my website, maybe we can work together: https://www.growingpains.consulting/
See you next week!
