A free trial is a technique integrated into a SaaS sales funnel that allows consumers to use the service for free for a limited time period. This helps users perceive the value without the perceived cost. While over 40% of SaaS companies list pricing on their site, only around 56% offer a free trial. Companies should consider if their product can demonstrate value through a free trial or if alternatives may work better. Analytics of the full funnel can help optimize elements like trial duration and pricing to improve conversion of users to paying customers.
10. Some statistics
• Totango Benchmark
• Sample of 550 B2B SaaS Companies
• 41% list pricing on their site
• 56% did not offer a free trial
11. Should you have one?
• It’s not obvious!
• Does it make sense to have a free trial inside
your sales funnel?
12. Think about the big picture
Customer Pricing Distribution
Sales
Funnel
Onboarding
Process
…
13. Should you have one?
• Can your product “sell itself”?
• Can the free trial, demonstrate value and
create usage?
14. Analytics & Optimization
• Consider your whole funnel
• Optimize your whole funnel
• Test whatever you can, including:
– Duration of free trial
– Pricing
• Measure Activation (Usage & Revenue)
Acquisition Activation Retention Referral Revenue
15. Convert users to paying customers
• Demonstrate value – it’s not about price
• Discover CCAs: set of actions users are doing
that demonstrates the value of the service
• Dig deep into Analytics to discover CCAs
• Push users to execute CCAs
16. Duration
• Free Trial should be
– Long enough for users to execute CCAs
– Short enough to create scarcity
• Experiment & Test Trial Duration
17. Repartition of Duration
30-day, 41%
2-week, 18%
1-week, 4%
60 days, 2%
10 days, 1%
45 days, 1%
6 months, 1%
Other, 9%
Totango’s Benchmark - Only 68% of the sample is known
22. You can also contact the people that did not
complete their payment details
23. Users did not convert?
• Impossible to get 100% conversion rate
• Contact them personally
• They’re still prospect, don’t let them down
• Make use of
– Lead Nurturing
– Email Marketing
– Retargeting