.png)
Estd 4.22.2023
Based on the discussion in our saas pricing book, Price to Scale, there are a few insights on trial strategies that can help guide your decision:
• Some companies have experimented with both limited-feature free trials and full-feature, time-limited trials. One notable observation (discussed in our book) is that free trial conversion rates tend to be low—historically, only around 2–6%. This shows that a free trial, even if it offers limited features, might not be enough to convert a significant number of users.
• An alternative approach is to charge a nominal fee (for example, $7) during the trial period. As our book explains, putting a small price on the trial helps filter out non-serious users and generally leads to a higher quality of trial users. The idea is that when someone pays even a modest amount, they’re more likely to fully engage with the product and thereby convert at a higher rate.
• While the book doesn’t provide a one-size-fits-all answer, the trend observed in several case studies is that a full-feature trial (paired with either a time limit or a nominal fee) can often lead to better conversion numbers than a limited-feature free trial—precisely because prospects get to experience the full value of the product, and the nominal fee helps ensure only serious buyers test the product.
In summary, our pricing strategy book Price to Scale suggests that while both trial methods have been tried, offering a full-feature trial with a nominal fee tends to result in higher conversion rates than a limited-feature free trial. As always, the best approach depends on your product and target market, so it’s recommended to test the options to see which works best for your situation.