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My visitor to trial conversion went up recently. I can't prove exactly why, but I think these changes helped:

1. Google sign-up right on the landing page. Before, you had to click "Start trial", land on a register page, and only then could you continue with Google. Now that button sits on the landing page itself. It's one less step.

2. The new landing page is a lot simpler and easier to read compared to the old one. It also has a nice clickable demo that people can play with.

3. There's now a short section about me, with a "Talk to the founder" button.