Free Trial Conversion Rate

Formula for Free Trial Conversion Rate

Trial Conversion Rate = (Number of Trial Users Who Convert to Paid / Total Number of Trial Users) × 100

Example: If 100 users sign up for a free trial and 20 upgrade to paid plans, your conversion rate is:

(20 / 100) × 100 = 20%

What’s a Good Free Trial Conversion Rate?

Industry Benchmarks

Benchmarks vary by business type and trial structure:

• B2B SaaS:
  • Without Credit Card: 10-15%
  • With Credit Card: 30-50%
  • Enterprise Solutions: 20-30%
• B2C SaaS:
  • Without Credit Card: 2-5%
  • With Credit Card: 15-25%
  • Premium Services: 10-15%

Factors Affecting Free Trial Conversion Rate

Trial Design

• Trial duration (7, 14, or 30 days)
• Credit card requirement at signup
• Feature limitations during trial
• Trial cancellation process

Trial User Experience

• First-day activation success
• Core feature usage during trial
• Number of active trial days
• User engagement patterns

Trial Communication

• Trial expiration reminders
• Usage milestone notifications
• Feature discovery emails
• Conversion incentives

How to Improve Free Trial Conversion Rate

1. Optimize Trial Experience

• Guide users to “aha” moments quickly
• Track which features convert users
• Set up trial success metrics
• Create trial completion goals

2. Perfect Trial Onboarding

• Day 1 activation checklist
• Key feature tutorials
• Trial milestone tracking
• Conversion path mapping

3. Improve Trial Engagement

• Daily/weekly usage prompts
• Trial progress updates
• Feature utilization alerts
• Time-remaining reminders

4. Trial Conversion Strategy

• Early-bird conversion offers
• Trial extension options
• Personalized upgrade paths
• Last-day conversion incentives