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Offer a shorter free trial, and more users will pay

Oct 10
3 min read

Updated: Oct 11

Pierre-Joseph Redouté's botanical plate of a white Madonna lily
Lilium candidum, from Pierre-Joseph Redouté's Les Liliacées (1802–1816). A lily flowers for a short time, and that is part of its value.

A long free trial looks generous. For many users, it is only more time to forget the product.


The study. Hema Yoganarasimhan, Ebrahim Barzegary and Abhishek Pani worked with a large software-as-a-service (SaaS) company. The company gave 337,724 new trial users in 6 markets a random trial length of 7, 14 or 30 days.


The finding. Against the standard 30-day trial, the 7-day trial raised the subscription rate by 5.59% in the test data. Subscription length went up by 6.28%, and revenue went up by 7.92%.

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