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The clever thing to notice here is that users are not simply dropped into the dashboard where they are expected to explore. Nope! SurveyMonkey instead guides people directly into the survey flow.
What's more interesting is that they also offer some templates to help people get started. This is a great way to make sure people are not getting stuck on creating a survey.
Here, the tool does something very clever. Instead of asking you if you want to add a logo, they put in a placeholder and "unlock" premium features. Now, if you want to downgrade, you need to remove the logo.
People are naturally averse to losing things so they are less likely to remove the logo and thus downgrade! Well played my friends, well played!