How to Build a SaaS Trial Strategy that Converts
To build a SaaS trial strategy, you should ensure the experience encourages users to become paying customers. The growth of your SaaS business and trial can increase your customer base. Our guide provides a step-by-step approach to building a trial strategy, which will produce higher conversion rates and business growth.
Define your Ideal Customer Profile (ICP)
Before you begin designing your trial, think about who your ideal customer is. What are their pain points and goals? Understanding your ICP will help you personalize the trial experience for their specific needs.
- Do your due diligence: Identify the demographics, preferences, and pain points of your target audience.
- Design user personas: Develop a representation of your ICPs to understand what motivates them.
- Look at your customer base: Analyze your existing customers to determine any patterns and common traits.
Read our step-by-step ICP guide with free templates to define your ideal customer profile for your SaaS.
Dropbox studied individual users who needed a way to both store and share files. Their trial reflected this by showcasing the ease of use and accessibility for users.
Free SaaS Trial Strategy Checklist
Download this checklist to create a trial that converts.
-
Define your ICP
-
Choose the right model
-
Optimize onboarding
-
Drive engagement
-
and Gather user feedback!
Determine the Best Trial Model
With the right trial in place, think about how you’ll convert. Consider the following:
- Opt-in Free Trial: AKA the classic “try before you buy” approach. Users sign up, giving you insight into their interests and needs. It’s great for products that require explanation or where building a large base is necessary. Think of it like offering free food samples the market – you’re enticing people to discover your product’s deliciousness.
- Opt-out Free Trial: Compared to the opt-in model, this one is bolder. Users provide payment details, but they are free to cancel before the trial ends. It’s a “money-back guarantee” that leads to higher conversions. With this model you must dazzle them with your value from the get-go. Streaming services such as Netflix use this to hook consumers on their content.
- Freemium: You can call this the “give a little, get a lot” strategy. You provide the free version with limits on features to hook users and then upsell them to a paid plan. This builds a strong user base while fostering organic growth. Canva, for example, gives basic design tools for free while creating interest to users with premium features and content through paid subscriptions.
Here are the pros and cons of each model:
|
Trial Model |
Pros |
Cons |
|
Opt-in Free Trial |
Qualified Leads: Brings users with genuine interest. Data Collection: Collect user data from the start. Lower Barrier to Entry: Easier for users to say “yes”. |
Lower Conversion Rates: Users may be less committed. Stronger Marketing: You must drive trial sign-ups. |
|
Opt-out Free Trial |
Higher Conversion Rates: Users are more likely to convert. Reduced Friction: Frictionless onboarding with payment completed. |
Higher Barrier to Entry: Can deter some users who do not wish to provide payment upfront. Requires Excellent Onboarding: Must show value quickly to mitigate cancellations. |
|
Freemium |
Massive User Base Potential: Attracts a large number of users. Organic Growth: Drives word-of-mouth marketing and virality. Continuous Value Demonstration: Users experience core value indefinitely. |
Monetization Challenges: Converting free users to paid can be difficult. Balancing Free vs. Paid: Requires careful feature differentiation to incentivize upgrades. |
To choose, consider your product’s complexity, your pricing, and your ideal customer profile. Are they ready to commit, or do they require instant gratification? Look at your competitors and how you stand out from the crowd.
Free SaaS Trial Strategy Checklist
Download this checklist to create a trial that converts.
-
Define your ICP
-
Choose the right model
-
Optimize onboarding
-
Drive engagement
-
and Gather user feedback!
Determine the Optimal Trial Length
The length of the trial should ensure users experience the value of your product but quick enough to create a sense of urgency. While there’s no absolute answer, 14-day trials are most common, if you offer complicated services requiring more time to see results then 30-days are more common. Experiment to find what works best for your product.
In short, the best length varies depending on the complexity of your product and the time it takes users to understand its value. Start with 14 days and then analyze engagement and conversion data to adjust accordingly. You can also conduct A/B testing with different trial lengths to see which is the best performer.
Free SaaS Trial Strategy Checklist
Download this checklist to create a trial that converts.
-
Define your ICP
-
Choose the right model
-
Optimize onboarding
-
Drive engagement
-
and Gather user feedback!
Streamline the Onboarding Process
Make it easy for users to get started with your product.
- Give simple instructions: Offer step-by-step guides and tutorials so users understand your product.
- Provide tutorials: Develop tutorials and walkthroughs that guide users through features and functionalities of your product.
- Offer quality support: Ensure access to prompt support should they encounter any issues during their trial.
A positive onboarding experience is necessary for activation and engagement. Canva’s intuitive drag-and-drop interface and user-friendly templates provide a seamless process that allows users to easily grasp its functionality.
Free SaaS Trial Strategy Checklist
Download this checklist to create a trial that converts.
-
Define your ICP
-
Choose the right model
-
Optimize onboarding
-
Drive engagement
-
and Gather user feedback!
Drive Users to the "Aha!" Moment
Once users are onboarded, your goal is to guide them to the core value of your product as quickly as possible. This “Aha!” moment is when they fully realize the benefits your product offers.
- Highlight key features: Focus on the features that deliver the most value to your users.
- Provide personalized recommendations: Offer guidance based on the user’s specific needs and goals.
- Use in-app prompts and messages: Guide users in a way that will lead them to the “Aha!” moment.
Duolingo encourages users to complete their first lesson within minutes of signing up, giving them a sense of accomplishment and providing details of the app’s effectiveness in language learning.
Free SaaS Trial Strategy Checklist
Download this checklist to create a trial that converts.
-
Define your ICP
-
Choose the right model
-
Optimize onboarding
-
Drive engagement
-
and Gather user feedback!
Limit Trial Features Strategically
Offering full access to features can be overwhelming and may not incentivize users to upgrade. Instead, provide an experience that showcases valuable aspects of your product while leaving room for users to want more.
- Focus on core features: Determine the features that show the core value of your product.
- Create different trial tiers: Offer trial options with different levels of access to features, like a “bronze,” “silver,” and “gold” experience, allowing users to choose what best suits their needs.
- Use feature limitations to drive upgrades: Communicate the benefits of upgrading to the full functionality of your product. Similarly, you can also set limits, like a certain number of projects or storage space, to give them a taste of the full experience.
Don’t forget to be transparent! Communicate what’s included and what’s not. Use visuals like checkmarks and crosses on your pricing page to make it abundantly clear. In addition, subtle in-app messages can remind users of the features waiting for them when they upgrade.
Free SaaS Trial Strategy Checklist
Download this checklist to create a trial that converts.
-
Define your ICP
-
Choose the right model
-
Optimize onboarding
-
Drive engagement
-
and Gather user feedback!
Implement Fraud Prevention Measures
While trials are designed to attract genuine customers, they can also be exploited by malicious actors. Implement measures to safeguard your business from fraudulent activities.
- Verify user identities: Require email verification, phone number verification, or even basic identity checks to ensure that users are providing legitimate information. The level of verification should be proportionate to the potential risk of fraud.
- Limit trial sign-ups: Restrict the number of trials allowed per user or per IP address to prevent abuse. Consider offering 1-2 trials per user. This strikes a balance between providing opportunities to experience your product and preventing misuse.
- Implement usage limits: Consider setting credit limits for data-intensive operations, restricting the number of projects or users allowed in project management tools, or limiting transactions in e-commerce platforms.
- Monitor trial activity: Track user behavior during the trial period to identify any suspicious patterns, such as unusually high resource usage, attempts to access sensitive data, or patterns associated with fake accounts.
- Use fraud detection tools: Consider implementing fraud detection software that can automatically identify and flag potentially fraudulent activities.
- Implement CAPTCHA: Use CAPTCHA to prevent automated sign-ups by bots.
- Enforce unique user accounts: Use email verification and/or IP address tracking to identify unique users and limit the number of trials they can access. You can also implement systems that require more detailed information for subsequent trial sign-ups, making it less appealing for users to create multiple accounts.
By addressing fraud with these strategies, your trial program remains focused on attracting genuine customers and driving legitimate business growth.
Free SaaS Trial Strategy Checklist
Download this checklist to create a trial that converts.
-
Define your ICP
-
Choose the right model
-
Optimize onboarding
-
Drive engagement
-
and Gather user feedback!
Collect User Feedback
Throughout the trial period, gather feedback to understand user experience and determine areas for improvement. This can be accomplished through surveys, in-app messages, or email.
- Use in-app surveys: Implement surveys within your product to collect feedback on specific features.
- Send email surveys: Ask for feedback when the trial ends to understand the overall user experience.
- Offer incentives for feedback: Entice users to give feedback by offering rewards or discounts.
For more feedback strategies read How to Collect User Feedback for SaaS.
Free SaaS Trial Strategy Checklist
Download this checklist to create a trial that converts.
-
Define your ICP
-
Choose the right model
-
Optimize onboarding
-
Drive engagement
-
and Gather user feedback!
Offer Incentives to Upgrade
With your trial experience in place, let’s consider conversion opportunities. Offer a good deal! Encourage users to convert with limited-time discounts, extended trials for those engaged with key features, or give access to premium content for early birds. These incentives provide the extra push to convince users of the value your product offers.
- Create a sense of urgency: Offer time-limited discounts or promotions to encourage immediate action. A countdown timer on your pricing page can do that.
- Highlight the value of upgrading: Clearly communicate the benefits of upgrading to a paid plan, such as access to premium features, priority support, or increased usage limits. Case studies and testimonials can be super persuasive here.
- Offer flexible pricing plans: Provide a range of pricing options to cater to different budgets and needs.
Remember, you’re not just selling features; you’re selling a solution. Focus on how your product will make their lives easier, their businesses more efficient, or their dreams a reality.
Free SaaS Trial Strategy Checklist
Download this checklist to create a trial that converts.
-
Define your ICP
-
Choose the right model
-
Optimize onboarding
-
Drive engagement
-
and Gather user feedback!
Implement a Robust Communication Strategy
Maintain consistent communication with trial users to keep them engaged and informed. Stay in touch with trial users through targeted emails, in-app messages, and notifications. By providing timely and relevant information, you can guide users through their trial journey and increase the likelihood of conversion.
- Welcome emails: Send a welcome email to new trial users, providing them with essential information and guidance.
- Progress updates: Keep users informed of their progress during the trial and highlight their achievements.
- Feature spotlights: Showcase the value of specific features through targeted emails or in-app messages.
- Reminder emails: Send reminder emails as the trial nears its end, encouraging users to upgrade.
Provide valuable content, address potential concerns, and remind them of the benefits of upgrading.
For instance, you could send an email highlighting a specific feature that addresses a common pain point for your target audience. Or, you could send a reminder email a few days before the trial ends, offering a limited-time discount to encourage users to upgrade.
Free SaaS Trial Strategy Checklist
Download this checklist to create a trial that converts.
-
Define your ICP
-
Choose the right model
-
Optimize onboarding
-
Drive engagement
-
and Gather user feedback!
Track and Analyze Key Metrics
Finally, it’s crucial to track and analyze key metrics to measure the effectiveness of your trial strategy and identify areas for improvement. Monitor key metrics like trial sign-up rate, activation rate, feature usage, and conversion rate. Analyzing this data will help you optimize your trial strategy over time.
- Use analytics tools: Implement analytics tools to track user behavior and engagement during the trial.
- A/B test different approaches: Experiment with different trial lengths, onboarding flows, and communication strategies to identify what works best.
- Continuously analyze and optimize: Regularly review your data and make adjustments to your trial strategy based on your findings.
For example, if you notice a low activation rate, you might need to revisit your onboarding process and make it more user-friendly. Or, if a particular feature has low usage, you could consider providing more guidance or highlighting its value through in-app messages or tutorials.
Conclusion
To ensure your business thrives, building a robust SaaS trial strategy is vital. This guide outlines the necessary steps, leading to successful customer conversions and business growth. Remember, a successful trial strategy requires continuous improvement through feedback analysis and A/B testing. By consistently refining your approach, you can maximize conversion rates and drive long-term business success.
FAQ
-
The optimal length depends on the complexity of your product and the time it takes users to experience its value. Start with a common timeframe like 14 days and then analyze user engagement and conversion data to adjust accordingly. Consider factors like the user learning curve and the time it takes for users to achieve their desired outcome within your application.
-
Focus on providing a seamless onboarding experience, guiding users to the “Aha!” moment, offering incentives to upgrade, and maintaining consistent communication throughout the trial. Collect user feedback and analyze trial data to identify areas for improvement and optimize the user journey towards conversion.
-
Utilize various channels to promote your free trial, including your website, social media, content marketing, online advertising, and email marketing. Highlight the value proposition of your product and the benefits of trying it out for free. Consider offering exclusive incentives for signing up for a free trial.
-
While you can technically allow unlimited trials, it’s generally best to limit them to prevent abuse. Consider offering 1-2 trials per user or using email verification to track unique users and prevent duplicate accounts.
-
Best practices vary depending on your product and industry. However, limiting trials to 1-2 per user strikes a balance between providing opportunities to experience your product and preventing misuse. You can also adjust the trial length based on the number of trials allowed.
-
Use email verification and/or IP address tracking to identify unique users and limit the number of trials they can access. You can also implement systems that require more detailed information for subsequent trial sign-ups, making it less appealing for users to create multiple accounts.
-
A free trial offers full access to all features for a limited time, while a freemium model provides a limited version of the product for free indefinitely. The choice depends on your product, target audience, and business goals.
-
Requiring a credit card can turn off some users but can also lead to higher conversion rates as they are already invested in the process. Consider A/B testing both strategies to see what works best for your product.
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Common mistakes include not defining your target audience, making the trial too long or too short, no onboarding and support, and failing to track key data.
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Track metrics like free trial sign-up rate, activation rate, feature usage, conversion rate, and customer churn rate. Analyze this data to determine areas for improvement and optimize your strategy for even better results.
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