Shorter trial periods lead to better first charge conversion rates.
Most apps choose to offer a trial length of of one week, two weeks, or one month. Of the 213 apps we used in the sample 81% were either 7, 14, or 30 days
|
Trial Duration |
Apps |
Conversion % |
|
7 days |
92 |
43.19% |
|
14 days |
74 |
34.74% |
|
30 days |
53 |
24.88% |
|
other |
40 |
18.78% |
In general a shorter trial leads to better conversion rates in terms of first charge. However in terms of keeping customers for more than 90 days, trial duration has little effect.
|
Trial Days |
# of Apps |
Accept Charge % |
Charged Once % |
Charged For 90 Days % |
|
All Apps |
213 |
78.50 |
41.04 |
26.15 |
|
30 |
54 |
75.43 |
34.35 |
25.31 |
|
14 |
74 |
74.24 |
39.65 |
23.20 |
|
7 |
92 |
79.88 |
44.21 |
25.44 |
*An outlier to the above trend is Sales apps. A longer trial period actually leads to better 90 day conversion rates.