What percentage of free trial users usually convert to paid in your experience, and what have you done to improve that conversion rate?

Based on our experience as described in our SaaS pricing book, Price to Scale, free trial conversion rates typically range from about 2% to 6%. This relatively low range is something many companies see if they offer trials completely for free.

Some effective strategies we’ve implemented to improve these conversion rates include:

• Introducing a nominal fee for the trial (for example, Aftership charges around $7). This small charge helps filter out non-serious users, ensuring that those who do sign up are genuinely interested in the product.

• Enhancing the onboarding and communication process so that trial users fully understand the value of the product and how it addresses their needs right from the start.

By tweaking the trial structure and focusing on clear, value-driven communication, we can effectively target more committed users and ultimately drive higher conversion rates from trial to paid customers.

In summary, while free trial conversion rates usually fall in the 2-6% range, minor adjustments like introducing a nominal fee and improving onboarding can significantly enhance conversion and contribute to a more predictable pathway to revenue.