Trial-to-Paid Conversion Rate

Trial-to-Paid is the conversion rate from users who start a free trial of a SaaS product to those who become paying customers. It’s a key metric for product-led growth companies and helps assess the effectiveness of onboarding, product experience, and pricing.

Improving this rate often involves streamlining the activation experience, delivering quick time-to-value, and using timely nudges to highlight premium features.

Example:

If 1,000 people start a free trial and 150 convert to paid users, your trial-to-paid rate is 15%.