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Estd 4.22.2023
Below is our response based on the insights from Price to Scale:
• Direct Answer:
There isn’t a universal “one-size-fits-all” answer. While some B2B customers may appreciate a longer, 30‑day trial because of longer sales cycles and implementation learning curves, in many cases a 14‑day trial can be effective—especially if your product is designed so that users can experience its core value quickly. Ultimately, the optimal trial length should be determined by understanding how long it takes your target customers to see meaningful value from your product.
• Insights From Our Book:
Our SaaS pricing book, Price to Scale, emphasizes evaluating key factors when designing your trial strategy:
- Understand Your Time-to-Value: Determine how quickly a customer can experience a meaningful result from your product. If that window is short, a 14‑day trial might suffice; if it requires more time or involves more complex onboarding, a longer trial could be warranted.
- Experiment and Test: Just as we suggest running experiments on pricing and discounting, trial periods should be tested as well. Consider running A/B tests with different trial lengths, and use fixed trade-off screens or customer feedback to gauge satisfaction and conversion intentions.
- Weed Out Non-Serious Users: In our discussion on conversion rates, we highlight that even small barriers (for example, a nominal fee on a trial) can increase conversion quality by filtering out users who are not serious. A shorter trial period might contribute to that scarcity effect, pushing users to engage sooner.
• How to Determine The Optimal Trial Length for Your User Base:
- Analyze Your Customer Journey: Map your user’s journey to identify the typical time required for them to witness success with your product.
- Data-Driven Adjustments: Use conversion rate metrics from your free trial, alongside qualitative customer feedback, to decide if you need to extend or reduce the trial length.
- Consider the Industry Benchmarks: In some B2B segments with lengthy sales cycles, a 30‑day trial is common; however, if your product is designed for quicker adoption, a shorter period might generate a better conversion performance.
• Summary:
Our book Price to Scale underscores that your trial period should be closely aligned with your product’s time-to-value. Whether you choose 14 or 30 days ultimately depends on testing, customer feedback, and your market’s unique dynamics. The key takeaway is to iterate based on real usage data and to ensure that your trial effectively balances accessibility with conversion efficiency.
By applying these principles, you can more confidently determine the optimal trial length that meets both your strategic objectives and your customers’ needs.