Two points stuck out at me here:<p>> We formalized a process to enable our customer team (account reps & support) to give anyone trial extensions if they had a real need... folks that received a trial extension were 2.5X more likely to convert and 5X more likely to upgrade at some future point.<p>I'm glad there's data (at least for one company) to support what was always my intuition. Many companies are hesitant to offer a trial extension, but the cost of doing so in most cases seems absolutely trivial. Now that at least some data is out there, perhaps more people will adopt this pattern.<p>> Another successful change was to change how we handled existing paid accounts that had a billing issue and were to be downgraded. In the past we would just downgrade those accounts to a Free plan, send an email and that was it. From talking to some customers we realized that some people would get downgraded and not notice that their functionality had changed.<p>I wonder, isn't there some way you could know ahead of time that the account might experience billing issues and send them a warning email <i>before</i> their account is downgraded? Assuming you have their credit card information, at least one issue you could anticipate is their card's expiration. As a customer, I'd prefer the heads-up notice as opposed to something after-the-fact. My takeway instead of "make it obvious when people are auto-downgraded" would be, "prevent people from being auto-downgraded at all," if you can.