What is a good trial conversion rate for SaaS?

The average SaaS trial conversion rate ranges from 15-25% for opt-in free trials (no credit card required) and 50-70% for opt-out trials (credit card required upfront). However, 'good' depends heavily on your trial type, pricing model, and target market. B2B SaaS with complex products typically sees 8-15%, while self-serve B2B tools average 15-25%. Top-performing companies achieve 25%+ for opt-in and 80%+ for opt-out trials.

How do you calculate trial conversion rate?

Trial Conversion Rate = (Number of Trial Users Who Converted to Paid ÷ Total Number of Trial Users) × 100. For example, if 500 users started a free trial and 75 became paying customers, your trial conversion rate is (75 ÷ 500) × 100 = 15%. For accurate measurement, use a consistent time window (typically 30-60 days after trial start) and exclude trials still in progress.

What's the difference between opt-in and opt-out trial conversion rates?

Opt-in trials (no credit card required) typically convert at 15-25% because users have lower commitment and may be 'just browsing.' Opt-out trials (credit card required) convert at 50-70%+ because users have already demonstrated purchase intent. Opt-out trials have fewer signups but higher quality leads. The right choice depends on your sales model and customer acquisition strategy.

How can I improve my trial conversion rate?

Key strategies include: 1) Optimize onboarding to deliver value within the first session, 2) Implement behavioral email sequences triggered by user actions, 3) Identify and remove friction points in the upgrade flow, 4) Use in-app messaging to highlight premium features, 5) Offer time-sensitive incentives near trial end, 6) Implement a 'reverse trial' showing premium features first, 7) Add human touchpoints for high-value prospects.

How does trial length affect conversion rate?

Shorter trials (7 days) often have higher conversion rates because they create urgency, but may not give complex products enough time to demonstrate value. Longer trials (30 days) allow deeper engagement but can reduce urgency. The optimal length depends on your product's 'aha moment' timing. Data shows 14-day trials often balance urgency with adequate evaluation time for most SaaS products.

Should I track trial conversion rate by cohort?

Absolutely. Cohort analysis reveals trends that aggregate numbers hide. Track conversion rates by: signup month (to see if changes improve results), acquisition channel (to optimize marketing spend), trial type (if you offer multiple), and user segment (company size, industry). This helps identify what's actually working and where to focus optimization efforts.

Trial Conversion Rate Calculator

Calculate your trial-to-paid conversion rate instantly. Compare against 2024 SaaS benchmarks by industry & trial type. Get AI-powered improvement tips.

Enter Your Values

Total Trial Users*

users

Number of users who started a free trial in your measurement period (e.g., last 30 days, last quarter)

Converted to Paid*

users

Number of trial users who became paying customers within your conversion window

Trial Length (Days)

days

How many days is your free trial? (e.g., 7, 14, 30)

Average Revenue Per User (Monthly)

Your average monthly subscription price or ARPU for revenue impact modeling

Formula

Trial Conversion Rate = (Converted Users ÷ Total Trial Users) × 100

Your trial conversion rate represents the percentage of free trial users who become paying customers. This metric directly impacts your customer acquisition efficiency and revenue growth.

Trial Conversion Rate15.0%

15.0% — Healthy conversion rate, at or above industry average for opt-in trials.

Users Converted75

Users Not Converted425

Benchmark StatusNear Average

Trial Health Score55/100

Current Monthly Revenue from Trials$3,750

Revenue at Industry Average$5,000

Annual Revenue Opportunity$15,000

Users to Reach Industry Average+25 more conversions needed

Trial Conversion Rate Benchmarks

Top Performer25%+ — Exceptional, top 25% of opt-in trials

> 25%

Healthy15-25% — Average to above-average for opt-in trials

15% – 24.99%

Below Average8-15% — Room for improvement in trial experience

8% – 14.99%

Needs AttentionBelow 8% — Significant optimization needed

0% – 7.99%

Source: SaaS Industry Benchmarks 2024

How to Calculate Trial Conversion Rate

Enter the total number of users who started a free trial in your measurement period
Enter the number of trial users who converted to paid customers
Optionally enter your trial length in days
Optionally enter your average revenue per user for revenue impact modeling
Indicate whether credit card is required upfront (opt-out) or not (opt-in)
View your conversion rate, benchmark comparison, and revenue opportunity

Trial Conversion Rate Benchmarks

15-25%

Opt-in Trial (No CC) - Average

25-40%

Opt-in Trial (No CC) - Top Performers

50-70%

Opt-out Trial (CC Required) - Average

80%+

Opt-out Trial (CC Required) - Top Performers

8-15%

B2B SaaS (Complex/Enterprise)

15-25%

B2B SaaS (Self-Serve)

20-30%

B2C SaaS/Apps

2-5%

Freemium to Paid

Source: OpenView & Lenny's Newsletter SaaS Benchmarks 2024

Trial Conversion Rate Calculator

Trial Conversion Rate Benchmarks

How to Calculate Trial Conversion Rate

Trial Conversion Rate Benchmarks

Frequently Asked Questions

What is a good trial conversion rate for SaaS?

How do you calculate trial conversion rate?

What's the difference between opt-in and opt-out trial conversion rates?

How can I improve my trial conversion rate?

How does trial length affect conversion rate?

Should I track trial conversion rate by cohort?