How to Market to Customers When The Free Trial is Over
- Offer your free trial without requiring credit card information.
- Use email.
- Remind them when the free trial is going to expire.
- Provide an early discount if they buy before the expiration.
- Ask for action, any action.
How do you convert free users to paying customers?
Create a strategy to convert your free users to paid
- Nurture your free users by explaining the benefits of paid features.
- Share positive stories and accounts from paying users.
- Unlock paid features for a limited time.
- Craft a compelling offer.
- Sprinkle in a sense of urgency.
How do I increase my free trial conversion?
Along with an effective onboarding process, the easiest way to improve the free trial conversion rate is by showing customers that you value them and produce content that solves their problems. In a data-driven market, companies know their audiences well and positively affect their buying decisions.
How do I engage my free trial users?
7 Ways to Convert More SaaS Trials into Paid Customers
- Use Live Demos to Reach the “Aha!” Moment.
- Use Sample Data to Help Onboard New Users.
- Follow Up Quickly.
- Set Up End-of-Trial Emails.
- Use Promotions to Create Urgency.
- Engage Users With Intent-Driven Nurture Sequences.
- Build a Knowledge Base.
Do free trials increase sales?
Free trials are a great way of increasing sales – everyone within the industry is aware of that fact. Drawing customers in from the get-go, they will take intrigue into what you’re offering them. Putting them in the driving seat, it begins the relationship that you have with them off on the right foot.
Do free trials convert?
B2B Free Trial Conversion Rates Based on a 2017 study, B2B companies that utilized free trials saw an average of 66-percent conversions among users. The average trial was about 14 days, and the free to paid app conversion rate was higher among monthly subscribers than yearly (69 percent compared to 60 percent).
What is a good conversion rate for free trials?
For opt-in free trials, a good conversion rate benchmark is 25%. For opt-out free trials, a good conversion rate benchmark is 60%.
How do you market a free trial?
How to Market to Customers When The Free Trial is Over
- Offer your free trial without requiring credit card information.
- Use email.
- Remind them when the free trial is going to expire.
- Provide an early discount if they buy before the expiration.
- Ask for action, any action.
How do you convert users into customers?
In total, they recommend eight major tips for converting trial users to paid customers—plus nearly two dozen different ways to put these tip into practice.
- Make It Easy for People to Use Your Product.
- Know Your Most Valuable Features.
- Create a Sense of Urgency.
- Provide Personalized Demos.
How can product trials be improved?
How to Induce a Consumer Trial
- Raise Consumer Awareness. Promoting the new product and its benefits can encourage consumers to try a sample.
- Run In-Store Trials. Offering consumers free samples or demonstrations of a product in stores can encourage trials.
- Distribute Samples.
- Offer Trial Versions.
- Distribute Coupons.
How do you increase paid users?
Below are five ways you can pursue to increase your paid user signups.
- Keep Track of Metrics. To know the health of your subscription business, you need to watch metrics and data carefully.
- Nurture Your Leads.
- Monitor Your Contact Rates.
- Make it Easy to Subscribe.
- Understand Your Market’s Needs.
Do free trials work marketing?
Still, despite the risks, a free trial is an excellent sales strategy that can lower your cost of new-customer acquisition. Free trials work best for companies attempting to sell an intangible product or service, such as software, apps, games and analytics.
How do companies benefit from free trials?
A free trial of your product or service can be a win-win for both your company and your potential customers. You get a chance to show them what your product or service can do, and they get to try before they buy without any risk.
Why Free trials are effective?
As mentioned above, a free trial lets people see exactly what they’re getting into, before officially committing. It enables them to personally experience the product and make a more informed purchase decision, while also feeling more comfortable doing so.
5 Free Trial Marketing Strategies for SaaS [With Checklist]
How is your freemium approach working out for you? We understand how difficult it can be to convert free users into paying customers because simply offering a product or service that “looks” or “sounds” good is no longer enough for them. There is currently a heated debate about whether or not to offer free trials, how long they should last, and whether or not to ask for credit card information up front. But, hey, what the heck! Continue reading and we’ll make the decision easier for you. According to a Totangostudy, 44 percent of SaaS firms provide free trials to their users.
According to the results of a poll conducted by Databox, the freemium version of your product is the most popular: The question is, what happens if they don’t truly want to pay once their trial period has ended?
Are you utilizing the most effective technique and resources to ensure the success of your strategy?
1. Offer your free trial without requiring credit card information
When offering a free trial, avoid requiring your consumers to enter their credit card information. If you do, your conversion rates can decrease drastically, all the way to 2 percent! When should you ask for their payment information? (But don’t start crying just yet.) You should only demand their credit card information a few days before their trial ends, along with a brief description of how simple it is to upgrade to a premium member (which, by the way, is simple, right?). Why? Take a look at the information below.
Another study conducted by Totango found that when visitors are not required to provide credit card information, the rate of visitors signing up for free trials increases from 2 percent to 10 percent.
It is important to aggressively incorporate additional diverse digital techniques like as gamification, customer retention initiatives, and referrals, among other things.
2. Remind them when your free trial is expiring
Many Saas organizations make the terrible error of sending customer emails after the trial period has finished instead of making sure to contact their new customers before the trial period expires. This is referred to be an email marketing lead nurturing campaign, and it can be quite costly. This is critical to ensuring that your new customers actually visit your product throughout their trial time, as well as to ensuring that they understand how your product may help them live more conveniently.
If the trial will last around 15 days, for example, you should send at least one email during that time.
Push alerts such as “We’re missing you!” are also recommended if your program has a mobile application.
and event alerts such as “You have new activity today,” “You have new activity tomorrow,” and so on Take a look at the following illustration.
What is it about your software that they aren’t using? Maybe they forgot about the trial time — which occurs quite frequently — so be patient and follow up with them throughout their whole customer journey to ensure that they truly realize the value you offer to their life.
3. Provide an early discount offer if they buy before your trial expires
Saas organizations frequently committhe heinous error of just sending client emails after the trial period has expired, rather than contacting all of their new customers before the trial period has finished. This is referred to as an email marketing lead nurturing campaign. The most important thing to do to guarantee that your new consumers really visit your product throughout their trial time is to assist them realize how your product may help them live more comfortably. It takes no more effort than an email like “Hey, Beth!
- When you tell your clients that their free trial is about to end, they should take advantage of the opportunity to utilize your product or service while it is still available, you are employing an extremely effective tactic.
- You should send at least one email within that time period.
- Push alerts such as “We miss you!” should be put up if your program has a mobile application.
- and event alerts such as “You have new activity today,” “You have new activity tomorrow,” and so forth For example, consider the following situation.
- Essentially, the purpose of these alerts is to remind your users that they should take advantage of your program while they still have the opportunity and to create a flurry of activity.
- As is common with trial periods, your customer may have forgotten about them.
4. A longer or shorter free trial?
This one has been a source of debate: how long should your free trial period last. To be honest, it all depends on what your service is all about. For example, if you believe that your product is a little complicated, it is possible that your consumers will want a 30-day free trial. It enables people to utilize it even if they haven’t had the opportunity previously and to become more reliant on the product. For those that believe your product is simpler to use and that users would not require too much time to engage with it, you may offer your consumers merely a 15-day free trial period.
5. Make it easy for the customer to buy.
Once the free trial period has expired, the consumer should be able to purchase the complete version with minimal effort. As human beings, we are constantly on the lookout for simple answers to any problem. What exactly does this imply? Customers must be instructed on how to purchase the goods in a step-by-step manner. It means you’re doing something wrong if your consumers have to inquire about how to purchase a product or how to activate an account! They should be able to comprehend the procedure without you having to explain it to them.
So pay close attention to your buying flow and keep things simple!
This is referred to as Lead Nurturing. It encourages customers to continue doing business with you and to become more involved with your brand.
Free Trial Marketing Strategy for Startups
The efforts of persuade marketers helped amazing technologies become hugely profitable at one point in history. When salespeople build relationships with consumers, they do it in a way that helps them redirect their buying impulses toward their company’s products. This conventional technique of selling was quite effective in the past, but client views have shifted in recent years. Potential clients no longer have the luxury of scheduling an appointment with a salesman. They do not wish to have any interaction with suppliers.
Marketing is no longer the driving force behind growth.
The product serves as the driving force behind the free trial marketing technique.
Nevertheless, it is incorrect to believe that items that consumers use repeatedly to raise their own bottom line and obtain more control over company factors “sell themselves.” The try-before-you-buy concept is predicated on the assumption of simple installation and low client training requirements.
If your product has the potential to completely transform your customer’s industry, you must be compensated up front.
Free Trial Marketing Campaigns
What factors distinguish successful free trial marketing strategies from those that fail? When is product trial marketing the most effective method of introducing a new product to the market? Consider the following scenarios in which free trial marketing methods are unlikely to be the most effective:
- The new product is the first in a new product category under an existing brand, and it is the first of its kind. Successful software firms are aware of their customers’ pain spots, training requirements, and fundamental issues associated with utilizing their products. A novel product that is offered as a free trial has a significant risk of customer churn
- The new product is a high-niche product for a high-niche application. Sales are disproportionately influenced by connections in small markets where the total addressable market is tiny. Product scalability is key when it comes to free trial marketing efforts
- The revenue aim is to close clients with a high lifetime contract value. However, huge accounts, when handled properly, may be incredibly profitable. It is never a smart idea to rely on only a few clients to produce annual sales. A salesman is on hand to assist with the company’s product demonstration program. It is inefficient to provide both a product demo and a free trial at the same time. At the conclusion of the demonstration, the salesman should attempt to convert the customer.
Free trial marketing tactics are also effective in a variety of different scenarios, such as the ones listed below:
- The costs of acquiring new customers are substantial. If it is more expensive to acquire a new client, the firm will eventually have to pass those higher acquisition expenses on to the consumer. It is possible for rivals to draw clients away from a company that has an inefficient sales-led customer acquisition approach
- The marketing department is excellent at spreading information but ineffective at completing deals. Consumption of informational material is an inadequate indicator of marketing efficacy. Sometimes the only way to get a client is to distribute the product itself, rather than knowledge about the product
- The sales team closes huge deals on the condition that product engineers make a few minor modifications to the product, which may or may not be delivered in a timely manner. There may be flaws in freemium products, but as long as they are rapidly repaired, they will not cause sales to be cancelled.
Free Trial Conversion Rate
What criteria do businesses use to determine the effectiveness of marketing strategies? There are a plethora of criteria that make determining the effectiveness of marketing difficult. Some businesses judge the effectiveness of a campaign based on the quantity of email messages that were sent out. Others assess their performance based on the amount of freemium users they have. This type of evaluation is wonderful for determining how busy the marketing department may be, but it does not indicate how a campaign helps to product development and ultimately the bottom line.
- It is simple to calculate the conversion rate for free trials.
- This is a first run at determining whether or not you were successful in attracting clients.
- According to research from SiriusDecisions, more than 98 percent of eligible marketing leads do not result in new business opportunities.
- What is it about the typical sales method that results in such a low conversion rate?
- The act of downloading a white paper is not the same as the act of purchasing a product.
- There is an old proverb that says that the goal at the end of the road paved with good intentions is worth the journey.
- Almost every free trial conversion rate outperforms the average sales-led conversion rate by a significant margin.
Getting the word out about a free product trial will often result in 8 to 10% of those who sign up for the trial participating. During a free trial interaction, smart businesses gather information that can be used to increase future purchases.
Increase Free-Trial Sign Ups
Marketing and product development can harvest a goldmine of data from free trial interactions in order to improve free trial signups at all hours of the day, every day of the year, and on all seven days of the week. Customers are responsible for providing the essential information. Vendors must mine such data in order to identify trends in the software usage habits of your best and worst clients. Companies must examine use trends in order to answer the following questions:
- How do your top consumers use the product on a regular basis
- What are the things that your top customers do not do with the product
- In terms of product use, which features did your best customers access first when they downloaded the product
- What are the distinguishing aspects of your greatest customers — such as their usage of other goods, their demographics, or their team structure — that are most obviously connected with an increase in free trial sign-ups?
The behavior of churned consumers, or customers who tested the product but did not purchase it, is another important responsibility in the process of increasing free trial sign-ups.
- Identifying which product features were utilized by converted consumers but were not utilized by churned customers Identifying which product features were utilized by churned customers but were not utilized by converted customers Weren’t these dissatisfied clients from the product’s intended market? Is there anything distinctive about the product experience of clients who did not purchase the software?
A-B testing should be conducted based on the responses to these questions. A second round of conversion study can be conducted once the product presentation has been tweaked. This information should be used to make adjustments to the email campaign.
Emails To Use For Free Trials
There is a tried and proven technique for creating free trial onboarding emails, but it is not always the most effective. According to standard practice, the following is the email sequence for the free trial: Produce original material. Create landing pages in order to capture leads. Those leads should be nurtured with automatic product trial emails until one day, as if by magic, your free trial email template generates a client. There is a better way to do things. The free trial email sequence must be seamless from the initial contact to conversion and renewal, as well as at every stage in the process in between.
Smart segmentation of users into relevant cohorts is required to develop examples of trial emails, particularly examples of free trial onboarding emails.
Study of churned emails should result in a large number of trial expiry email examples, and analysis of the top customers should result in numerous upgrade email instances.
SaaS Free Trial Best Practices
The question is, how do firms put the SaaS free trial best practices into action? What strategies can businesses use to drive existing and prospective clients through the B2B free trial sales funnel? Here are the most fundamental characteristics of a successful SaaS trial approach. Let’s start with the welcome email that was sent out. It is essential to teach your audience to open your welcome emails as the first step in developing a successful welcome email. Then you have to set your expectations for what is going to happen next.
- This is when the emails with usage suggestions come in handy.
- You want to keep the onboarding process moving in a straight line as much as possible.
- When it comes to marketing any free-trial SaaS, the best moment to send informative emails is when a client completes or fails to complete an onboarding process.
- Don’t send this email too soon after receiving it.
- However, please do not send this email too late.
- Moreover, now that your consumer has purchased your product, you should periodically remind them of features that will make their business life even simpler as they become more and more acquainted with your program.
- High Given Alpha’s extensive experience in developing product-driven growth firms, we are an excellent venue to launch a new venture.
Our collective knowledge and experience across a wide range of disciplines enables your organization to develop more quickly and farther. Learn more about the High Alphaventure studio by visiting their website.
Don’t Count on Free Trials to Win You Customers
According to the authors’ study, free trial campaigns for “experience” items – those whose worth is only realized after consumption, such as a vacation destination, a movie, or new software – should be actively targeted towards existing consumers who have a medium to high level of usage. Consumers who have had some exposure to the product are more responsive to free-trial efforts than other customers when it comes to this sort of products and services, as compared to non-users of the product.
That’s most likely why so many start-ups and even well-known businesses rely on free trials to attract customers’ attention and introduce them to new items in their respective categories.
Although consumers that sign up for free trials are more likely to convert than other customers, they might be much less valuable than other customers.
If this is the case, our study may be able to assist marketers in determining the optimal time for offering free trials.
When freebies work
In our research, we worked with a large mobile phone operator in a developing region, where the average use of mobile data services was significantly lower than in a developed country, as was the case in our study. The company’s marketing staff sent 60MB of free mobile data — enough for around an hour of low-resolution video streaming over the internet — to 60,000 users of their mobile phone services. The subscribers who received the offer were selected at random from a pool of subscribers who owned smart phones and utilized SMS services, but who had varying amounts of exposure to mobile data, ranging from non-users to heavy users.
The low usage clients, much to our surprise, were mostly resistant to the trial offer, and the campaign failed to encourage increased usage among these customers as a result.
Following the campaign, we discovered that the most likely consumers to redeem the offer were those who routinely use a medium to high quantity of data.
Finally, we discovered that the peer impact is important.
Specifically, our study shows that free trial promotions for “experience” commodities, such as a vacation destination, a movie, or new software, where the value is only found after consumption, should be explicitly targeted towards existing consumers who have a medium to high frequency of use.
Customer responses to free-trial campaigns for these sort of goods and services are higher among customers who have had some exposure to the product than among non-users, according to the findings of our study.
Implications for marketing managers
When software businesses sell their goods, they typically employ the “freemium” model, which allows buyers to try out the product for free but only with restricted functionality. Customers will be required to pay in order to have access to more sophisticated services or features. These businesses frequently encounter difficulties in transitioning clients from the free version to the paid version, owing to the fact that free version customers are unfamiliar with the additional features that are only available to paying users.
- This will most certainly boost the usability of the software for trial users, encouraging them to upgrade to the paid-for version later on.
- Marketers should take use of the “power of sharing” by integrating a sharing tool in their free trial marketing in order to boost the effect of their efforts.
- In other words, the sharer was also more inclined to accept the offer, most likely as a result of the positive reinforcement they received as a result of their sharing activity.
- Currently, a considerable segment of the worldwide population, particularly in emerging and developing economies, does not have access to the Internet, which limits their capacity to benefit from the availability of Internet connectivity.
- In order to teach the digitally illiterate how to profit from mobile data through the use of user-friendly applications and digital platforms, policymakers should develop education programs that aim to change their understanding and beliefs about the practical worth of Internet connectivity.
How to Boost Free Trial Conversion Rates: 7 Proven Tactics
Today, you’ll discover how to increase the number of people who sign up for a free trial by using some straightforward, reliable strategies. During this session, you’ll learn how to make your free trials more tempting and the award for converting more appealing. Let’s start with a basic comparison, because we’re talking about sweets: Assume you’re in the business of selling apples. You are well aware that you have the greatest apples available on the market. And you want to demonstrate this to others.
- And it’s quite effective!
- However, there are still some individuals who aren’t convinced of the validity of the study.
- As a result, you’ve squandered valuable time and resources (in the form of your product).
- You’d figure up a strategy to persuade more people to purchase apples once they’ve had a taste of one.
- They are well aware of the superior quality of your apples.
- Similarities may be seen between selling software and offering a free trial.
- It is, however, a dangerous proposition.
It is at this point when raising your free trial conversion rate comes in handy.
Selling software in exchange for a free trial is analogous to selling apples in exchange for a free nibble.
However, there is a certain amount of danger involved.
Because of this, increasing your free trial conversion rates is in your best interests.
That is all there is to it.
How can you boost the number of people who sign up for a free trial? Here are seven tried-and-true strategies that have been demonstrated to work:
1. Consider Not Asking for a Credit Card at Signup
Given that this is a frequently asked topic concerning SaaS trial conversion rates, we’ll respond to it straight now. There are two important considerations to bear in mind when it comes to SaaS trials and credit cards: 1. Although you may receive fewer free trial users, those users will be higher-quality leads if you ask for their payment card information. 2. Not requiring a credit card will result in more trial users, but the quality of those leads (as well as their conversion rates) will deteriorate as a result.
- The greater the number of individuals you bring in, the greater your chances of gaining a new customer.
- It’s just one more step in the direction of what they desire.
- There are a variety of different strategies to improve your registration journey in order to maximize conversions.
- It’s important to note that increasing your trial conversion rates may be accomplished in a variety of ways—getting more customers in the door will provide you with more opportunity for conversion.
2. Offer a Shorter Free Trial
What should the length of a free trial be? A lot of applications offer a free 30-day trial, and you might be tempted to do the same if you see one you like. Providing a prospective buyer with additional time to fall in love with your product is a wonderful thing, right? For example, imagine giving away two complimentary nibbles of an apple instead of one. Steli Efti believes this is a grave error. To the contrary, according to him, 99.99 percent of B2B SaaS firms should be giving a 14-day free trial.
This is due to the fact that individuals do not genuinely explore new things for a whole month.
Individuals are more likely to feel compelled to make a decision if they are placed under time constraints.
Some organizations go even farther and provide a seven-day trial period, but this may place an undue amount of pressure on the customer.
Again, testing with your target audience will be your best choice for determining the optimal length of your free trial. There are certain firms who sell SaaS goods without providing a free trial.) While it will be tough to pull this off, you may be able to do it with success.)
3. Simplify Your Pricing
This is outside the scope of your free trial marketing approach, but it’s worth mentioning because it has the potential to have a significant impact. What kind of size is it? The company Groove HQ had a 358 percent increase in free trial signups, as well as a 25% increase in income, after adjusting its price structure. To view the whole case study, please visit the link provided above. The brief version is as follows: There were three different membership tiers available at the time, as well as a limited free alternative.
When Groove HQ switched to a $15/user/month pricing plan, both conversions and revenue increased significantly.
Potential clients will profit from your efforts if you can streamline your pricing and remove a decision that stands between them and a purchase.
4. Personalized Lifecycle Marketing
As soon as you’ve altered the framework of your free trial software, you may begin experimenting with more intense tactics. Lifecycle marketing is the technique of communicating with your consumers in the most effective manner based on where they are in the purchasing process. Prospects have different demands than long-term consumers, and lifecycle marketing is designed to accommodate these differences. In lifecycle marketing, there are several stages that you may consider addressing:
- Signing up for a free trial
- And account management.
Creating and providing content that is properly designed for each step of the customer lifecycle assists in moving customers closer to your ultimate goal: conversion and customer retention. Use a brief case study, for example, to encourage a user who has signed up for a free trial but has not yet completed the registration process to complete their registration. If someone completes the free trial but does not convert, you may send them an email that emphasizes some of the lesser-known aspects of your product.
- Personalizing these outreach strategies increases their effectiveness even further.
- Then give them the information that you think would be most intriguing to them.
- You want the enrollment and activation processes to be as simple as feasible for you and your customers.
- In fact, if you’re thinking that tailored lifecycle marketing sounds a lot like the proactive outreach of customer success, you’re absolutely correct—the two are in fact connected.
5. Identify Common Conversion Activities
The Common Conversation Activities (CCA) statistic developed by Lincoln Murphy is one that you should be familiar with if you haven’t before. CCA is defined by Murphy as “the activities that all or the majority of paying consumers engage in throughout their trial.” Essentially, it was a means to look back at past data and identify trends such as “everyone who became a client in the last 12 months performed actions X, Y, and Z before converting.” Alternatively, in cases where historical data was not available (for example, in the case of a pre-launch startup or when that level of granularity was simply not available), we could use our understanding of the customer to develop a hypothesis such as “every customer will most likely need to do X, Y, and Z before converting.” What kind of information are we referring to?
The following are the activities that Chargebee recognized as CCAs during their own free trial to paid subscription conversion process:
- Completing account setup
- Investing a significant amount of time with the app Making API requests
- Inviting additional users
- Experimenting with different payment gateway setups
- And so on and so forth. Obtaining access to the customer portal
- The configuration of an invoice
- The configuration of a hosted page
The CCAs used in your method will be different from mine. However, it provides you with an idea of what you could be looking for. For example, setting an invoice may be something quite specialized. Alternatively, it may be something more broad, such as “responded to an outreach email.” As soon as you’ve determined the actions that trial users must do before converting, you can begin customizing your approaches to help them complete those tasks. Chargebee, for example, may have created an email asking users to invite friends so that they can “tick that box” on their profile.
6. Ask Users Why They Didn’t Convert
The quickest and most effective technique to determine why your consumers aren’t converting is to just ask them. Create an automatic email that will be sent to any users who do not convert, asking them to participate in a brief survey. Simply inquire as to why they choose not to upgrade to the premium version by asking one or two questions. Getting a high response rate is not always possible, but you may search for trends in the data. The advantages of your program over a free option, for example, may be overlooked by your customers.
It’s possible that they just choose a competitor’s product.
Respond to those objections in your marketing and outreach efforts, and you’ll be one step ahead of the competition.
By asking genuine questions, you will be able to obtain more accurate information in less time.
7. Test Everything
Testing has already been discussed a couple of times, but it’s worth bringing it up again. Every aspect of your free trial marketing approach should be tested. Check to see whether requesting a credit card improves the quality of your lead generation. Experiment with different trial times to see what works best. Experiment with a different price strategy. A/B testing your marketing materials is a good idea. Testing and monitoring on a consistent basis can assist you in getting a sense of what your users are looking for.
If you want to optimize your free trial procedure, it will take time and effort.
(Though there have undoubtedly been instances in which this has occurred!) Additionally, be certain that you are following a thorough experimental method.
You’ll have to put in the effort and money to test out alternative strategies to discover if they’re effective. Then keep refining your strategies until you’ve discovered the most effective methods of converting free trial users.
Don’t Overlook the Simple Things
Marketers are in charge of a large number of complex operations. Free trials and conversion marketing are examples of what we mean. However, it is important not to overlook the fundamentals. Are you offering the appropriate service to the appropriate audience? Are your value propositions visible over the whole lifespan of your product? How straightforward is the process of joining the trial or creating an account with the subscription service? Solving these easy difficulties is the first step toward increasing the number of free trial conversions on your website.
8 Tips to Retain Customers After the Free Trial – Marketing & Landing Page Optimization Blog
A free trial has traditionally been an excellent approach for businesses to get their digital foot in the door with potential consumers; but, all too frequently businesses fall short when it comes to actually keeping those customers who have signed up for the trial. Conversions are critical to your bottom line, but does your organization understand how to convert visitors into customers? How can you ensure that your consumers will remain interested in your product once they have had a look at it?
1. Require a Credit Card
Image courtesy of Flickr user Jorge Franganillo. It is true that some consumers are inattentive when it comes to canceling a trial membership that automatically converts to a paid membership, but it is not the reason why you should demand a credit card. Your earnings from this stream will be minimal at best, and the statistics you receive will be a poor representation of your actual user base. In reality, the purpose of requiring a credit card is to accomplish just that. It’s important that you have actual people who are willing to spend real money to try out your business — a credit card number is often verifiable, which means that your free trial sign ups will be easier to track and analyze.
Make it simple for consumers to follow through and receive their money back if, for example, they continue to use your service for one month after paying for it but still feel it isn’t good for them.
2. Experiment with Trial Periods
Image courtesy of Flickr/IntelFreePress You must experiment with different trial durations in order to determine the optimum length of time it takes to convert consumers into paying clients. Engagement rates may vary depending on whether the duration is seven, fourteen, or thirty days. It is up to you to test out different lengths of time for different categories of people – the particular service and what is given will ultimately decide the sweet spot for your company’s trial period. Actionable Suggestion: Allow your users to pick their own trial duration with no risk to themselves.
This strategy should only be used for a limited length of time to collect critical, honest consumer input regarding the appropriate trial term for your product.
3. Forget the Trial Period Altogether
It is sometimes preferable to do away with the concept of a trial period entirely. Although this method appears to be at odds with the subject matter at hand, it is really only an issue of semantics. Instead than giving a trial period with a set end date, just provide full-time, restricted access to the service. Due to the fact that it teases consumers into wanting more, this sort of approach works very well for subscription-based businesses. Actionable suggestion: Instead of a trial period, consider a “freemium” option that gradually restricts the number of users who may access it.
Users, on the other hand, realize the importance of the service only once they have reached a certain point.
4. Appreciate Your Diverse User-Base
Image courtesy of Flickr user Spiva Arts In addition to experimenting with pre-determined trial durations, keep in mind that a trial period is still restricting to users in many cases. If a user wants additional time to become acquainted with your product, comply with their request and extend the trial period. This personal touch reminds consumers that they are more than simply a conversion data point, and that they are important. The individual customer experience is equally as important as the broader user base in terms of value.
Be contact with your individual free trial customers through a survey, but make sure to send it mid-trial to ensure that you can correctly measure whether or not the person wants more attention before the trial time ends.
5. Optimize Your Landing Page Content
It is critical for customers to understand how to not only sign up for a trial but also how to cancel their subscription. Users want to feel confident in your service, and they’re less likely to remain around if even the most fundamental information is difficult to find. Actionable Consider experimenting with different variants of your trial sign up page landing material and analyzing the results to establish whether there is a correlation between the trial page and the real number of customers retained.
6. Nudge Inactive Users
Have you ever tried to cancel a gym membership and been unsuccessful? You respectfully explain that you haven’t gone to the gym in months, but the manager takes advantage of the situation to make a last-ditch effort to keep you on the payroll. Regardless of how unpleasant it makes you feel, it is almost certainly unsuccessful. A gym staff who gently prodded you throughout your inactivity time may have increased your likelihood of reengaging. Actionable Tip: Avoid making a hard sale at the final minute.
Instead, urge inactive trial users to show them that you care about their experience and are interested in it. Send them an automatic email letting them know they haven’t been active in a while. Provide resources in the email to assist them in getting back on track.
7. Show Some Person(ality)
8. Educate, Educate, Educate
This is something that cannot be overstated. Customers should be educated first, and this should be your main concern. Users are less inclined to renew their subscriptions if your service is difficult to understand. Consider providing weekly live webinars or how-to videos that are especially oriented toward first-time consumers in addition to conventional help over the course of the free trial. The greater the number of materials you make available, the greater the likelihood that people will discover value in your service.
Actionable Tip: User engagement increases when they don’t have to navigate away from the page in order to locate the solution they are looking for.
Contact us today to increase your Conversion Rate.
If we say something, we mean it. Click here to get in touch with us immediately and see how we can dramatically raise your website conversion rate with no money up front and no fees until we achieve the increase you desire! Jon Correll contributed to this article.
8 Ways to Convert Free Trial Users Into Customers Through Email Marketing
How many times have you signed up for a new marketing platform or service just to never utilize it after you’ve gotten it? Or do you just use it once and then forget about it? It’s quite easy for consumers to feel overwhelmed when they first test out a product on their own since there are so many alternatives available to them. In addition, if customers do not love the experience, they will not return. That is all there is to it. There are several methods for “activating” a new user. You may plan an online demo or a meeting, but everyone is busy, and before you know it, the free trial time will have expired before you’ve had a chance to engage with the other participants in the meeting.
This post will show you how to use the power of email marketing to boost the number of customers that sign up for your services.
What is customer activation?
It’s possible that your marketing objective as a marketer is to generate as many new free trial registrations as possible if you’re in the SaaS (Software-as-a-Service) business. The challenge that most businesses are confronted with is that not all free trial users will convert to paying clients. In reality, you should anticipate just about 15-20 percent of your free trial users to convert into paying customers — and even that figure will begin to decline after 90 days of use. In SaaS, the typical conversion rate from a visitor to a free trial is about 2 percent.
In order for the free trial consumers to interact with your product and realize how it may help them, you must first persuade them to engage with your product.
However, before people can begin utilizing your goods, you must first activate them. Making new users active will help them to get the most out of their free trial period to the greatest extent possible. A few instances of activation in various verticals are shown below.
- Web analytics: A user must install the tracking script in order to collect data. CRM: A user must import client information into the system. A user must first create a project in order to utilize project management software.
In a nutshell, activation is the process through which you convince the consumer to really begin using the product. So, what strategies do you employ to encourage more customers to utilize your product or service?
Write a winning subject line every time
Take advantage of our FREE Cheat Sheet to discover how to utilize subject lines to convert trial users into paying clients. By providing your email address, you will receive weekly blog updates from Unbounce as well as other tools to help you become a marketing genius. Email marketing is a form of direct marketing. Using email to engage and educate potential users with content is the most effective way to get them to sign up for your service. MarketingSherpa, on the other hand, reports that just 26% of SaaS firms employ email marketing to activate new users and convert them into paying customers.
These eight email marketing strategies can enhance your client activation rates by keeping new users engaged during their free trial period.
Let’s get this party started.
1. Deploy the first email to your new user immediately
It is estimated that you have a 90-minute window before the lead becomes inactive, according to research by SeeWhy. Send your email as soon as they click on the “sign up for free trial” button, and you will have a greater chance of converting them into a paying client. This may be accomplished through the use of marketing automation tools or autoresponders that are activated as soon as a new user registers for a free trial.
Real world example
When you sign up for Get Response, you will instantly receive the following email:
2. Provide clear instructions on how to get started
As soon as a consumer has access to your product, you want him or her to start utilizing it right away. Unfortunately, not all goods are intuitive, so you will need to provide them with some basic instructions to get them up and running in the right direction. A free trial access to a CRM, for example, may be beneficial, but if you do not have any client data entered, you will be unable to reap the benefits right away.
Real world example
It takes less than two hours after signing up for CrazyEggs to receive an instruction email that walks you through the process step-by-step:
3. Personalize your emails
Every email you send to a new user should be customized to his or her specific needs. Personalize means to address them by their first and last name in the email and sign off with your signature, contact information, email address, and Twitter handle. This is a lot more effective method of developing a relationship with your consumer than sending them an automatically generated email that includes a receipt with their purchase.
Real world example
Even better, demonstrate to your consumer that they are essential to you by sending the email from a name that they will remember and understand.
You will receive an email from none other than Rick Perreault, the CEO of Unbounce, after you register for the service:
4. Have a clear call to action
Keep in mind that the purpose of your email marketing is to get the consumer to take action. To do this, you should encourage them to log in and utilize your product or service as frequently as possible throughout the free trial time. Make your call to action crystal clear in each and every email you send out.
Real world example
Company that provides cloud accounting services FreshBooks makes it simple for you to take action by including a large, bright green call-to-action that urges you to log into your account straight away.
5. Send more than one email during the trial period
Instead of sending one email to someone who has just signed up for a free trial, send a series of emails. While participating in a 30-day free trial, it is perfectly OK to send 2-3 emails within the first week, and then perhaps one email each week for the remainder of the trial time. A reminder that the free trial is coming to a conclusion, as well as a post-trial email asking for feedback, are all options. You may send as many emails as you like as long as you’re bringing value to the consumer experience through interesting content.
Real world example
Get Response establishes expectations early on by assuring you that you will receive excellent instructional content to assist you in growing your email marketing database and increasing your revenue:
6. Create a monthly webinar
In order to continue to increase your free trial list, you might consider hosting a monthly webinar and inviting new users to participate. Make the webinar accessible at a time that is convenient for you, and then provide a link to the presentation and video so that people who couldn’t attend can still take use of the information. This is an excellent approach to demonstrate to prospective customers that you take your community seriously and that you will continue to provide them with valuable information even after they have joined on a permanent basis.
Real world example
Ducksboard encourages all new users to participate in a monthly webinar to assist them in getting up and running. Registration is completely free, and the webinar will only last 20 minutes:
7. Extend free trial periods for users that are engaged
If a consumer has been actively using your program or has only recently begun to use it, it is completely acceptable to prolong their free trial period if they are not yet ready to purchase your product outright. Simply write them an email to inform them of the situation. The purpose of this email is to pique their curiosity once more. Have you just added a new feature to your website? Were you able to provide us with any information on how other marketers have benefited from the service, or any statistics on new sign-ups in the previous month?
When sending this email, have a look at the login history of your users.
However, if they’ve checked in multiple times and appear to be interested, it’s worth extending their trial and sending them a mild reminder through email to encourage them to continue.
Real world example
As soon as I finished my free trial term at Freshbooks, they contacted me and gave me a two-week extension because they noticed that I was actively using the platform. My attention was immediately drawn to it!
8. Ask new users for feedback
If just 15-20 percent of free trial users convert to paying customers, you will have a better understanding of why the other 80 percent do not become customers. Customers who participated in the free trial were surveyed through email to learn how to make the experience even better. Questions such as “What prevented you from becoming a customer?” and “Was the product simple to use?” are appropriate. Send this survey as soon as possible once the trial time has ended. A excellent technique to keep users interested is by soliciting input.
At the absolute least, it will assist you in retaining clients who are similar to them in the future.
Real world example
As soon as your trial at Visual Website Optimizer comes to an end, you will receive the following email, which asks for input on why they stopped using the product and how they can make it better:
It’s all about ROI
Increasing the number of online visitors who sign up for a free trial is no longer the success indicator by which marketers are evaluated. We must demonstrate the return on investment (ROI) of our email marketing campaigns, which ultimately means acquiring more consumers and increasing revenue. Throughout the trial time, you may lead customers toward not just utilizing your product, but also gaining value from it by sending them relevant material through email. As soon as your new users see the value of what you’re promoting, the rest is straightforward.
Please let me know in the comments section below.