What is Trial Conversion?
Definition
The process and rate at which free trial users become paying subscribers after their trial period ends.
Understanding Trial Conversion
Trial conversion is a critical metric for subscription businesses offering free trials. Average conversion rates range from 15-30% for opt-in trials (credit card required) and 2-5% for opt-out trials (no card required). Factors affecting conversion include trial length (7 days is too short for complex products, 30 days risks users losing interest), onboarding quality, feature access during trial, and end-of-trial communication.
Businesses optimize conversion through usage-based triggers, personalized emails, and strategic feature limitations. For consumers, being aware of trial conversion tactics helps make informed decisions.
Related Terms
Free Trial
A limited-time period where users can access a subscription service at no cost before committing to a paid plan.
Conversion Rate
The percentage of users who upgrade from a free plan or trial to a paid subscription.
Onboarding
The process of guiding new subscribers through initial setup and feature discovery to ensure they quickly find value in the service.
Activation
The moment when a new subscriber first experiences meaningful value from a service, increasing their likelihood of long-term retention.