What Is Trial-to-Paid Conversion Rate?

The percentage of free trial users who convert to paying customers.

The percentage of free trial users who convert to paying customers.

Trial-to-paid conversion rate measures the percentage of users who start a free trial and subsequently become paying customers. It's a critical metric for SaaS companies using a free trial acquisition model.

Benchmark conversion rates vary by model: opt-in free trials (no credit card required) typically convert at 2-5%, while opt-out trials (credit card required) convert at 40-60%. The right model depends on your ACV and target market.

Improving trial conversion often involves optimizing onboarding, reducing time-to-value, providing proactive support during the trial, and ensuring the trial experience showcases your product's most compelling features.

Formula

Trial-to-Paid Rate = (Trial Users Who Convert ÷ Total Trial Users) × 100

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