Grammarly's freemium growth lever

The lived product experience for most of the free users was that Grammarly was just a product to fix your spelling and grammar, because those were the free suggestions we were showing people. And so we decided to flip that on its head entirely. What if we actually sampled a number of different paid suggestions and interspersed them to free users right across their writing, such that they were intermingled and we would provide a limited taste of what the paid offering had to provide? Even though the concern is that if we give too much of this away, then will people want to subscribe? We found that was not the case. Right. All of a sudden, people people were seeing Gramly as a much more powerful tool than they were before, and our upgrade rates nearly doubled just through this change.