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Estd 4.22.2023
Based on the insights from our pricing strategy book, Price to Scale, the answer isn’t one-size-fits-all—it depends on your product, market, and overall value proposition. Here are some key considerations:
• Direct Exposure to Value vs. Feature Differentiation
– Providing full-feature access during a free trial lets users experience the complete value of your product, which can be especially important for products where the full set of features drives the customer’s decision-making process.
– Limiting the trial to basic features can help maintain a clear differentiation between the free and premium offerings. In doing so, you protect the perceived value of your premium features and may create a stronger incentive for users to upgrade.
• Understanding Your Audience
– For consumer or smaller business markets—where users are more price sensitive and may need to see the complete set of benefits—full access can help achieve a higher conversion rate.
– In contrast, if you’re targeting enterprise or larger customers who value customization and strategic differentiation, limiting the trial may play into your broader pricing strategy, ensuring that premium features remain exclusive.
• Experimentation and Testing
Our book emphasizes that the best approach often comes from iterative testing. Monitor conversion rates, gather feedback, and adjust:
– If giving full access results in higher conversion and user satisfaction, that’s a strong indicator of its success.
– Conversely, if offering limited features drives upgrades by highlighting what customers are missing, then a tiered trial might be more effective.
In summary, as discussed in Price to Scale, the decision should align with your product’s value proposition and target market dynamics. The ideal strategy is to provide enough exposure so that users appreciate your product’s capabilities, while also preserving the premium nature of your advanced features—always backed by real-world testing and market feedback.