[badclient]

I'll wait for more evidence that making it super duper clear that you can cancel significantly improves conversion.

Now this doesn't mean that cancellation may be a non-significant factor. I just think that it is more of a macro factor than a micro one that can be done right on just your own site and be expected to have an impact. If the last three sites the user signed up on had shitty cancellation, your text promising ease of cancelation is undoubtful to convince them. That doesn't mean you shouldn't have it; it does mean you should manage expectations in terms of it's influence on conversion rate.

[brohee]

Maybe it doesn't help first time convertion, but I can easily see how it can make it easier for a lost customer to return. A hard to cancel service means burning all bridges with leaving customers.