Imagine scrolling through an app, seeing exciting features that could make your life easier, only to find they're grayed out and unavailable. This is the essence of the "disabled premium features" tactic, a clever marketing strategy used by many digital businesses today. By showcasing premium options to free users, companies create a tantalizing glimpse of what's possible with an upgrade.

This approach taps into a powerful psychological trigger: the fear of missing out, or FOMO. When users constantly see features they can't access, they're reminded of the limitations of their free account. This gentle but persistent nudge can be incredibly effective in convincing users to take the leap and upgrade to a paid subscription.

For businesses, implementing disabled premium features is a low-effort way to potentially boost conversions. It doesn't require creating new content or features, but simply highlighting what already exists in a way that free users can see but not use. This strategy can be particularly effective for software-as-a-service (SaaS) companies, mobile apps, and other digital platforms with tiered pricing models.

However, it's important to strike a balance. While showcasing premium features can drive upgrades, it shouldn't come at the cost of the free user experience. The goal is to entice, not frustrate. When done right, this tactic can create a win-win situation: users gain access to valuable features, while businesses increase their revenue and user engagement.

Why this works

This tactic works because it leverages several powerful psychological principles:

1. Curiosity and desire. By showcasing premium features, you're creating intrigue and sparking interest in what's possible with an upgrade. Users naturally want to explore and try new things, especially if they seem valuable or exciting.

2. Loss aversion. People tend to feel the pain of losing something more acutely than the pleasure of gaining something. When free users see features they can't access, it triggers a sense of loss, even if they never had those features to begin with.

3. Social proof. Disabled premium features imply that other users are paying for and benefiting from these advanced capabilities. This can create a sense of FOMO (fear of missing out) and a desire to join the "premium club."

4. Perceived value. Seeing a range of advanced features can increase the perceived value of the premium offering, making the upgrade seem more worthwhile.

5. Concrete goals. Disabled features give free users specific, tangible reasons to upgrade, rather than vague promises of "more features."

To implement this tactic effectively:

• Highlight key premium features. Choose the most compelling and universally appealing premium features to showcase.

• Use clear visual cues. Make it obvious which features are premium-only through grayed-out buttons, lock icons, or other visual indicators.

• Provide brief explanations. Include short descriptions of what each premium feature does to pique interest.

• Make upgrading easy. Place upgrade buttons or links near disabled features for a seamless conversion path.

• Use tooltips or popovers. When users interact with disabled features, provide more information about the benefits of upgrading.

• A/B test your approach. Experiment with different ways of presenting disabled features to find what works best for your audience.

• Balance free and premium value. Ensure your free offering still provides enough value to keep users engaged while enticing them to upgrade.

Remember, the goal is to create desire, not frustration. Use this tactic as part of a broader strategy to demonstrate the value of your premium offering and guide users towards an upgrade decision that truly benefits them.

How you can steal this

Here's how you can implement the disabled premium features tactic in your digital business:

1. Identify your most compelling premium features. Analyze user data and feedback to determine which premium features are most likely to drive upgrades. Focus on showcasing those that provide clear, tangible benefits to your target audience.

2. Design an intuitive UI for disabled features. Create a visual system that clearly distinguishes premium features from free ones. This could include:

   • Grayed-out buttons or icons
   • Lock symbols
   • "Premium" badges or labels
   • Subtle background shading

3. Provide clear, benefit-focused descriptions. When users interact with a disabled feature, display a brief explanation of its value. For example: "Unlock advanced analytics to boost your conversion rates by up to 30%."

4. Strategically place upgrade CTAs. Position "Upgrade" or "Go Premium" buttons near disabled features, making it easy for interested users to take action immediately.

5. Implement tooltips or popovers. When users hover over or click on disabled features, display additional information about the benefits of upgrading. Keep these concise and focused on the user's potential gains.

6. Create a dedicated "Premium Features" page. Compile all your premium offerings in one place, allowing free users to explore the full range of possibilities available with an upgrade.

7. Use in-app messaging. Occasionally highlight specific premium features through notification banners or pop-ups, especially when they're relevant to the user's current activity.

8. Leverage email marketing. Send targeted emails to free users showcasing premium features that align with their usage patterns or expressed interests.

9. Offer limited-time trials of premium features. Give free users occasional access to premium features for a short period, then disable them again to reinforce their value.

10. Implement progressive disclosure. Gradually reveal more premium features as users engage more deeply with your product, tailoring the experience to their growing needs.

11. A/B test your approach. Experiment with different ways of presenting disabled features, such as:

    • Placement on the interface. Test various locations for disabled features to maximize visibility without disrupting the user experience.
    • Visual design. Compare different styles of indicating premium features to find what resonates best with your audience.
    • Messaging. Try different copywriting approaches to see which most effectively communicates the value of upgrading.

12. Monitor user feedback and metrics. Pay attention to how the implementation of disabled features affects user behavior, satisfaction, and conversion rates. Be prepared to adjust your strategy based on this data.

13. Ensure a smooth upgrade process. When users decide to upgrade, make the transition as seamless as possible. Consider offering a short trial period of the full premium version to ease the decision-making process.

14. Balance free and premium value. While showcasing premium features, ensure your free tier still provides enough value to keep users engaged. The goal is to create desire, not frustration.

Remember, the key to success with this tactic is to create a sense of aspiration and possibility, not limitation. Your free users should feel excited about the potential of upgrading, rather than resentful of what they can't access. By implementing disabled premium features thoughtfully, you can create a powerful incentive for users to upgrade while maintaining a positive overall experience.

Examples of disabled premium features

Here are some concrete examples of how different types of digital businesses can effectively implement disabled premium features:

• SaaS company. A project management tool displays grayed-out Gantt chart and resource allocation features to free users, with tooltips explaining how these advanced tools can boost team productivity by up to 25%. An "Upgrade to Pro" button sits prominently next to each disabled feature.

• Freemium mobile app. A fitness tracking app shows locked workout plans and meal guides to free users. When tapped, a popup appears detailing the benefits of these premium features, such as "Lose weight 2x faster with personalized meal plans."

• Online learning platform. Free users can see titles and brief descriptions of advanced courses, but video content is blurred out with a "Premium" overlay. Hovering over the overlay reveals key learning outcomes and potential career benefits of the course.

• Digital marketing tool. A social media scheduling platform allows free users to queue up to 10 posts, with additional slots visibly grayed out. A tooltip explains that premium users can schedule unlimited posts across all major platforms.

• Cloud storage service. The storage meter for free accounts shows both used and total available space, with an extended bar indicating how much more space premium users get. Clicking this extended section prompts an upgrade offer.

• Music streaming app. Free users see a "High Quality Audio" toggle in settings, but it's disabled. Tapping it explains the benefits of lossless audio and offers an instant upgrade to premium.

• Productivity software. A note-taking app shows a locked "Collaboration" tab in its main menu. When clicked, it showcases how premium users can share and co-edit notes in real-time.

• Design tool. Free users can see a gallery of premium templates and assets, but they're watermarked and non-editable. Hovering over these items reveals an "Unlock with Pro" button.

• Analytics platform. Basic users see previews of advanced reports and dashboards, but with key data points blurred out. A "See Full Report" button leads to an upgrade page explaining the insights they're missing.

• Dating app. Free users can see that they have new likes, but photos of potential matches are blurred until they upgrade to a premium membership.

• Language learning app. Advanced grammar lessons and speaking exercises are visible but locked for free users. Tapping these lessons reveals a comparison of language proficiency levels achievable with free vs. premium plans.

• Video editing software. Free users can see advanced effects and transitions in the editing panel, but they're grayed out. Hovering over these features shows a video preview of the effect in action, enticing users to upgrade.

• Task management app. Premium features like time tracking and custom fields are visible but inactive in the free version. Clicking these features triggers a popup showcasing how they can improve productivity and workflow management.

• Stock photo marketplace. Free users can browse and see watermarked versions of premium, high-resolution images. When they attempt to download, they're prompted with an upgrade offer highlighting the benefits of unlimited downloads and commercial licensing.

• Invoicing software. Free users can see options for branded invoices and recurring billing, but they're disabled. Tooltips explain how these features can enhance professionalism and save time for growing businesses.

By implementing these examples, digital businesses can create a compelling showcase of their premium offerings, encouraging free users to upgrade without compromising the basic functionality that attracted them in the first place.