one-line definition
Trial-to-paid rate measures the percentage of free trial users who convert to a paying subscription.
formula: Trial-to-paid rate = Paid conversions ÷ Trial starts × 100
tl;dr
Most indie SaaS products see 2-5% on free trials and 10-25% on time-limited trials. If yours is below 2%, the problem is usually activation — users aren't reaching the value moment before the trial ends.
Simple definition
Trial-to-paid rate tracks how many users who start a free trial end up paying. It sits at the intersection of product quality, onboarding design, and pricing. A low rate usually points to a gap between what users expect and what they experience during the trial window.
How to calculate it
Trial-to-paid rate = Paid conversions ÷ Trial starts × 100
If 200 users started a 14-day trial this month and 16 converted to paid plans:
Trial-to-paid rate = 16 ÷ 200 × 100 = 8%
Measure this on a cohort basis (all users who started trials in the same week) rather than calendar-month totals, so you can see whether onboarding changes actually improve conversion.
Example
You launch a project management tool with a 14-day free trial. In week one, 60 people sign up but only 2 convert (3.3%). You add an onboarding checklist that guides users to create their first project and invite a teammate within 10 minutes. In week three, 55 people sign up and 6 convert (10.9%). The difference was not pricing or features — it was helping users reach the value moment faster. Focus on activation before tweaking trial length or pricing.
Related reading
Related terms
- Activation Rate
- Conversion Rate
- Time to Value
FAQ
What is a good trial-to-paid conversion rate?+
2-5% for opt-in free trials, 10-25% for time-limited trials with credit card required upfront. If you require a card, expect higher conversion but fewer signups.
Should I require a credit card for my free trial?+
Requiring a card filters for intent and boosts conversion rates, but reduces total signups by 50-80%. Test both — for solo founders with low traffic, opt-in trials often generate more paying customers in absolute terms.