Imagine walking into a bakery for a free sample of their signature cake. It tastes great, but no one explains the ingredients or tells you how to buy more, so you leave and forget about it.
Now picture another bakery where, after tasting the sample, a staff member explains the recipe, offers a discount if you buy today, and hands you a pamphlet showcasing more treats. Which bakery would you return to?
This is how free trials work. Offering access isn’t enough—you need to guide users, show them the value of your product, and address any hesitation before they lose interest.
A free trial is an excellent way to get potential customers to experience your product firsthand. Statistics show that 10-20% of free trial users typically convert into paid subscribers.
This guide will explore 15 simple and proven strategies for increasing free trial conversion rates and ensuring more users transition from trial to committed.
What Is A Good Free Trial Conversion Rate?
The conversion rate for free trials can vary widely depending on the industry, product complexity, and target audience.
- Conversion rates generally range between 2% and 25% across various industries. This means that out of every 100 users who sign up for a free trial, 2 to 25 will convert into customers.
- Products with simpler user interfaces, quick onboarding processes, and clear, immediate value propositions (like e-commerce tools or simpler digital services) may see conversion rates of 25% to 50%.
- Most SaaS companies see around 15-25% free trial conversion rates, meaning about one in four or five trial users convert to paid customers.
- Top SaaS companies can achieve 25-40% conversion rates, often through optimized onboarding and offering high-value products that meet user needs.
To increase conversion rates for any product or service, companies often optimize the trial experience by offering educational resources, personalized onboarding, and clear value propositions.
Explore the different types of free trial models, and let us help you select the right one for your business.
Types of Free Trial Models
Choosing a suitable free trial model is crucial for the success of your online business. A well-designed free trial model can help you acquire new customers, increase revenue, and reduce churn.
There are several free trial models, each with strengths and weaknesses.
- Opt-in Free Trial: This model allows users to try out your product for a limited time without entering credit card information. Opt-in free trials are popular among SaaS businesses because they provide a low-risk way for users to experience the product. This model can attract more trial users who are curious but not yet ready to commit financially.
- Opt-out Free Trial: In this model, users must enter payment information upfront to start the free trial. Opt-out free trials are often used by businesses that want to reduce the number of non-serious trial users and limit free trial abuse. This approach can lead to higher conversion rates as users are already prepared to pay if they find value in the product.
- Usage-based Free Trial: This model is based on product usage instead of a time limit. Customers can use the entire product for free but with a usage cap. Usage-based free trials are ideal for businesses that want to provide a more flexible trial experience, allowing users to explore the product at their own pace.
- Freemium: This model offers a limited version of the product for free, with optional paid upgrades. Freemium models are popular among SaaS businesses as they provide a way to acquire new customers and upsell them to paid plans. Users can experience the core features and decide if they need the additional functionalities offered in the premium versions.
- Sandbox: This model provides a live demo loaded with dummy data, allowing users to interact with the product. Businesses often use sandbox models to provide a more immersive free trial experience. Users can explore the product’s capabilities without affecting real data, making it easier to understand its value.
How to Increase Free Trial Conversion Rate
Below are proven strategies to follow that help to increase the free trial conversion rate.
1. Offer a Free Demo
Starting a trial without knowing the product can feel overwhelming for many users. A free demo eases this by showcasing key features, helping users explore the product confidently during the trial.
Before users even start their trial, offer them a free live demo. This can show them exactly how your product works and what value they can expect. It sets clear expectations and can eliminate confusion that may lead to drop-offs during the trial period.
Providing a free demo alongside your free trial is one of the most effective strategies for increasing conversion rates.
Example: SaaS companies like Salesforce and HubSpot use free demos to showcase complex tools and help users understand the value quickly, leading to higher trial engagement and conversion rates.
2. Simplify the Signup Process
The easier it is to start a trial, the more likely users will sign up, leading to increased free trial signups. Keep your signup form short and sweet, only asking for essential information. Avoid overwhelming potential users with too many fields or complicated steps.
Reduce friction by offering a social login option (like Google or Facebook) for a one-click signup process.
Example: SaaS companies like Slack and Dropbox excel at simplifying the signup process by only requiring a name and email address. They also allow users to sign up using Google, making it easy for new users to get started in seconds.
3. Send Personalized Welcome Emails
Once someone signs up for a trial, send a personalized welcome email. This message should thank them for signing up, guide them on how to get started, and set expectations. Ensure it feels personal by including their name and highlighting specific features they’ll benefit from.
Example: “Hi [Name], welcome to [Product]! Here’s a quick guide to get the most out of your free trial.”
4. Offer One-on-One Onboarding Calls for Free Trial Users
One of the most effective ways to increase conversion rates from free users is to offer one-on-one onboarding calls.
This personalized approach allows your team to guide users through the product, ensuring they fully understand its value and how to maximize it during the trial period.
Many users, especially those dealing with complex products, benefit from hands-on guidance, which can accelerate their path to becoming paying customers.
Direct scheduling options in your trial confirmation email to make booking an onboarding call effortless.
5. Set Up a Progress Tracker
A progress tracker is a highly effective way to engage users during their free trial by helping them visualize their journey through the product.
It offers a clear direction, showing users how far they’ve come and what they still need to explore. By tracking their progress, you create a more structured experience, increasing the likelihood that they will engage with key features and, ultimately, convert.
6. Provide In-App Tips and Guidance
Offering in-app tips and guidance during the free trial can be effective in helping users understand and make the most out of your product.
Many users won’t take the time to explore all the features on their own, and without guidance, they may not discover your product’s total value. In-app tips make learning easier, ensuring users see how your product solves their problems.
Example: Canva provides in-app tutorials and tips to guide users through their design tools. When a user starts a new project, contextual tips appear, suggesting features and shortcuts to make the design process smoother and faster.
7. Share Educational Resources
Supplement your free trial with educational resources like blogs, videos, or webinars. These resources should teach users how to use your product effectively and highlight features that can solve their specific problems.
Include a resource center link in your dashboard so users can easily access it whenever they need help.
Example: Companies like Notion and Asana excel at sharing educational resources by offering extensive help centers, video tutorials, and live webinars. These resources empower users to make the most of the product, leading to higher trial conversion rates.
8. Send Timely Check-In Emails
During the trial period, send check-in emails to see how users find the experience. These emails should be timed based on their activity and offer assistance if they haven’t fully explored the product.
Example: “Hi [Name], we noticed you haven’t explored [feature] yet. Here’s why it could be a game-changer for your workflow.”
9. Use Countdown Timers for a Free Trial Period
Adding a countdown timer during a free trial is a powerful psychological trigger that creates urgency.
When users are constantly reminded that their trial is nearing its end, they feel more motivated to explore your product’s features before losing access.
This urgency can push users to take action sooner, leading to higher conversion rates.
Using countdown timers strategically during your free trial keeps users engaged and creates a sense of urgency, both of which increase free trial count
10. Offer Early Upgrade Discounts
Offer a limited-time discount to entice users to upgrade to a paid plan before their trial ends. This strategy works well because it rewards users for taking action early, and the perceived savings can motivate them to commit.
Example: “Upgrade in the next 48 hours and get 20% off your first year!”
11. Leverage Customer Success Stories
When potential customers see real-world examples of how your product has solved problems for others, it builds trust and confidence in your solution.
Sharing success stories and testimonials from existing customers can inspire confidence in trial users. Show how others in similar industries have benefited from your product, which reinforces its value and can drive conversions.
12. Analyze User Behavior
Track how users engage with your product during the trial period. Use this data to identify patterns—where users drop off—and address those pain points. Tools like heatmaps and user session recordings can help you refine the experience and optimize for conversions.
Pro Tip:
- Focus on metrics like feature adoption, time spent on the platform, drop-off points, and whether users are completing necessary onboarding steps. These metrics help you gauge how well users are progressing through the trial.
- Divide your trial users into different segments based on behavior, such as highly engaged users, users who haven’t activated vital features, or those close to converting. This allows you to tailor follow-up communications to each segment’s needs.
13. Follow Up After Trial Expiration
Following up with users after their trial has expired is crucial for re-engaging those who didn’t convert during the trial period.
Many users may have been close to purchasing but got distracted or needed more time to evaluate the product. A well-timed follow-up can remind them of your product’s value and offer additional incentives to convert.
Send emails immediately after the trial expires.
Example: “We’d love to have you back! Here’s 10% off if you join us this week.”
14. Offer Flexible Pricing Options
Pricing is often a barrier to conversion, especially for smaller businesses or individual users. Offering tiered pricing or pay-as-you-go models allows users to choose a plan that fits their needs and budget, making it easier to convert.
15. Send Personalized Post-Trial Feedback Requests
After a user’s trial ends, ask for feedback on their experience. Keep it short and easy to fill out, but focus on understanding their pain points or what prevented them from converting. This feedback helps you improve the free trial experience for future users.
Wrapping Up
Improving your free trial conversion rate requires a mix of personalization, education, and proactive engagement. By offering the proper guidance and reducing friction throughout the trial, you can build trust and show the actual value of your product, ensuring users are excited to transition from trial to paid customers.
These strategies are designed to meet your users where they are, helping them realize the benefits of your product and decide to commit to an easy one.
