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I just started selling my software and I wanted to know what is your average percentage of paid subscribers for each week during/after a 30 day trial period.

Example: For 100 users who have paid for the software during/after the trial period. What is the average percentage of those who have paid during the first week, second week, third week, forth week and after trial ended.

The question is about timing. So, of all your paid users, when did they transform their free trial to paid one.

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It's impossible to answer as we don't know what you do, which industry you are in, what business model you have, etc. – user3997 Nov 25 '10 at 11:03
I said "your average percentage" – Tom Nov 25 '10 at 11:18

2 Answers

up vote 2 down vote

Pierre is correct in stating it varies by industry. Ill give you this without spilling too much of my personal beans.

I have a really specific b2b subscription service, with a 14 day trial. Our cancellation ratio is about 4/5. It is expensive, and very specific.

We also have a few consumer based products, that allow free unlimited versions and 30 day trials of more professional features. These products are geared to the average web user. Most customers remain free forever (80%+), and of the ones that go for the trial, less than 1 out of 20 remain and allow their credit card to be billed.

Again, Pierre is very correct that this varies based on each product, industry, pricing, and even your market.

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Thanks Franky, but my question was about the timing. Of all your paid users when did they transform their free trial to paid one. Example: 5% in the first week, 10% in the second week and 85% after the trial expired. – Tom Nov 26 '10 at 11:15
Our product just converts... So it would be 14 days and then they were a paying customer. If you get a FREE trial of the powerful accounts, we ask for a credit card number. Then if you dont cancel in the 14 days, you are a customer. Also, if you cancel 30+ 14 days free trial, you get a Full refund. We rarely give away the refund, because we find the guys who choose the paid product versus the FREE Forever (trimmed down version), actually either want it, or know that they dont really soon. – Frank Nov 26 '10 at 16:54
Thank you but I was interested in stats for products that don't require credit card details for trial period – Tom Nov 26 '10 at 18:44
Keep in mind all products are different. We chose to request a cc# to filter out guys who would sign up for a free 14 days trial every two weeks, it allows us to prevent the vultures. I dont know how many customers we loose by requiring it up front. We have the free forever plan, so i doubt much. – Frank Nov 27 '10 at 0:03
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In our case it takes about 1 month after their trial expires, it's B2B, niche market and expensive.

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Do you mean that the majority of your consumers have paid for the service 1 month after their trial expired? – Tom Nov 29 '10 at 7:46

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