The idea of this A/B test was to try a new approach in our platform. We called that approach: Active Conversion Modals*.* They are focused on a contextual approach, that is, according to the part of the site where the user is and the flow he is doing at that moment.

​

We used that to convert VIP subscribers into Premium subscribers (upselling), so in some moments of user navigation where Premium plan has an advantage, we offer this plan for the user to migrate. This idea came from other platforms that use similar approaches, like Youtube.