Free trials are a great way to introduce free trial to paid conversion rate. Everyone loves free.

It’s easy to sign up for one, but as a business owner, there are many problems with free trial leads. The first is that you have access to names and emails, not dollars.

There’s no one-size-fits all model for conversion rates. It depends on your business.

  • A Totango study found that when a credit card was required for the free trial, 50% of people signed up. But only 15% sign up if they didnt have to provide their card.
  • Slack saw that 30% of their customers converted to paid users in 2014 using the freemium model.
  • Recapture.io converts about 25% of free trial users to paid customers, while Chargebee gets 15%.
  • Moz captured 56% of the credit card market, and 3 Minute Optimizer was in the 30-40%.

These numbers are the best-case scenario. Most companies will see a much lower conversion rate, probably under 25%. With these rates it’s not hard to believe that most startups have less than 10% of their users convert from free to paid.

But there are many things you can do to improve diversity at your company.

High trial conversions are a good sign, but they don’t pay the rent. You can’t put all your resources into that one basket.

You need to consider everything holistically: website to trial user, trial user to paid plan, active trial users, short-term churn, long-term churn, and more. A high visitor-to-trial CVR ultimately doesnt mean a thing if youre not vigorously working to increase the other metrics and decrease churn.

Free trials and freemium pricing plans can be great for customers but not always the best idea. You must know how to convert free trial to paid conversion rate.

Its not that easy to decide whether you want a free trial or not. You need to pick between opt-out, where people have the option of signing up for it without inputting their credit card information, and opt-in which requires them to sign up with their name and email address in order for you be able to send them a free trial email.

Once you’ve decided and implemented the changes in free trial to paid conversion rate, it’s your job to nudge those free users over. An email campaign can make free trial to paid conversion rate happen.

Signing up is a powerful signal of intent to buy. Send them email until they do. ~Jordie van Rijn, Email Monday


Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀

1. Nurturing Is Not a One-Handed Operation

A drip campaign should not be pushy, and it shouldnt ask for money. It needs to build on what the customer has already done with you.

Instead, give them added value. Demonstrate that you appreciate their time with a thank-you letter andor welcome kit. Offer tutorials to help teach them about your product and how to use it better. Send check-ins or reminders so they don’t forget about the service.

Dont be aggressive with your clients. The goal is to become indispensable.

2. Make Haste

The early bird gets the worm.

Some companies wait 24 hours or longer to reach out to new leads. They don’t want the first contact with them too strong. Big mistake.

Make sure users are engaged immediately. The more they use your service, the more likely they’ll continue to do so after their free trial is over.

It’s easy to sign up for a free trial, but it can be difficult convincing people they need your product in their life. We’ve all installed or signed up for something only use once or twice if at all.

If someone has been on your website for 3 days, they are 4x more likely to convert. Reach out and connect with them as soon as their information is in the system. They’re interested in you.

3. Be Straightforward

Its important to be honest about what is and isn’t included in a package, because it’s only going to come back to bite you later.

Include all the information you can in your marketing messaging. It should be clear to users what they are getting – no hidden costs or surprises down the road.

What can they expect from you during the trial? What does it cost to convert to a paying account? Why would someone want this service in the first place, and what’s in it for them?

Let them know.

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4. Segment Your Email Subscriber List

If you’re using email, it’s important to segment your list. Emails with a higher open and click-through rates as well as lower unsubscribe and complaint rates.

When you’re starting out, start with something simple. You can always work your way up to more complicated features once you have enough data on that trial user.

  • Dont just stop with active trial users. Give them a better experience by giving more tips and tricks.
  • Semi-active users. Theyve logged on a few times, but don’t seem to be using the product very often. Remind them of all the benefits they get from it and how much easier their lives are now because of your app.
  • People who signed up but have been inactive. They should be re-engaged.

Personalization is the key to email conversions. Collect data on recipients, segment your list, and send timely messages based off of that.

Personalization it is not about first/last name. Its about relevant content. ~Dan Jak, Email Marketer

Mailshake is an email product that has features like personalization and lead catcher.

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5. Create Urgency in Your Free Trial to Paid Conversion Rate

The sense of urgency that comes with scarcity is what leads people to take action.

Create the fear of loss by offering a free trial to your service thats about to expire. This can be powerful when marketing, but remember not to use it unethically.

You could also offer a time-sensitive incentive to upgrade before the free trial ends. For example, for X months you’ll get something at reduced rates or it might be that they just want one more month of their current plan

Be a motivator. Create urgency and harness the fear of loss, but do it in a good way.

6. Set User Goals

We live for competition. Whether it’s comparing scores, levels or our rankings in the company, competitive people are always striving to be on top.

The endowed progress effect is when you give someone a series of goals to complete. The goal should be tied to each feature in your product, and the user must complete one per day or week.

Tracking goals and how often they are being completed works.

7. Pave the Road

The hard part about getting someone to sign up for a free trial is actually converting them into paying customers.

The best way to make the transition from free to paid is as smooth and easy as possible. If it takes too long, or requires a lot of steps, they’ll end up quitting.

Remove any possible barriers to entry. Make the site as trustworthy and secure as you can with social proof and trust badges, request only necessary information from users in condensed forms that are easy for them to fill out.

I made the mistake of changing my free-to-paid conversion to a 3rd party site.

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Providing a smooth ride makes it more likely that theyll stay with you.

8. Triggered Over Timed

Emails sent based on user behavior and actions are more effective than the traditional “after x days” model.

If youre still sending emails based on a timed sequence instead of triggered by actual user behavior, youre 100 percent doing it wrong. ~Lincoln Murphy, Sixteen Ventures

You want your messaging to be personalized, which means that its tied directly into what the user has done or not. This alone is compelling personalization.

Triggered emails have a 624% higher conversion response rate. It helps them stay engaged with your company and feel like they’re getting personalized attention from you.

Trigger. Dont time.

free trial to paid conversion rate are a great opportunity to get people hooked on your product. If you follow these tips, the odds of them converting will be better than average.

You do have a few decisions to make before you start, though. Would your product benefit from free trials? Should it be opt-in or opt-out? How long should the trial period last for each customer

Make sure the email is relevant and useful. Work hard to not be flagged as spam.

A lot of free trial users look and feel great, but paid customers have a more positive experience.

Have you tried any strategies to improve your free trial to paid conversion rate? What have they been, and what results did you see from them?


Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀
Editors Note:

Want to help contribute to future articles? Have data-backed and tactical advice to share? I’d love to hear from you!

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Justin McGill
About Author: Justin McGill
This post was written by Content at Scale, a solution that uses AI + a team of optimization specialists to publish hundreds of high quality, SEO optimized content straight to your blog. It’s the first and only solution that allows you to truly scale content marketing.