We've all obsessed about the "optimal" SaaS trial model. 30-day? 14-day? Freemium. Last week we decided to look at the data for some answers. We took 9 SaaS companies with different models and trial lengths and studied their conversion rates. Our observations: 1. After about 40 days the cumulative conversion rate for different trial lengths and freemium all hit about 80%. 2. 50% of SaaS conversions happen AFTER the trial ends. Customers continue to convert 6 months after a trial ends. 3. SaaS companies with an "S" shaped cumulative conversion graph have the best opportunity to accelerate revenue with behavior based conversions. Our conclusions/suggestions: There doesn't seem to be anything magical about the length of a free trial because different customers convert and adopt at different rates. Rather than look for the optimal, 1-size-fits-all trial length convert based on a customers' qualification and behavior. Then use the timed-trial to create purchasing incentive.
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