Trial conversion: how many trials pay

The share of free trials that turn into a first payment. It tells you whether the product convinces people while they try it.

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The formula

Trial conversion = trials that paid ÷ trials that ended

An example

80 trials ended in the last 30 days and 26 of them paid: a trial conversion of 32.5%.

How Sumly counts it

  • Counted over the trials that ended in the last 30 days, so trials still running do not drag it down.
  • A converted trial counts as paying from the day its trial ended, not the day it started.

Mistakes that make it lie

  • Dividing by trials started this month, many of which have not had a chance to pay yet.

Questions

Card up front or no card?

Asking for a card usually means fewer trials and a higher share that pays. Compare paying customers per visitor, not the conversion rate alone.

Read next

Churn: how much you lose each monthRevenue attribution: money traced to the visit that started it

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