Free trial
In short
A free trial is an offer that gives prospects temporary access to a product, usually full or near-full functionality, at no charge. The goal is to let users experience value before paying, which speeds up trust and conversion.
A free trial is time-limited. That separates it from freemium, where a limited version is free indefinitely. Trials are common in product-led and sales-assisted B2B software.
Types of free trials
Opt-in trial
Users sign up without a credit card. This lowers friction and brings more sign-ups, though a smaller share may convert.
Opt-out trial
Users enter payment details up front and are charged when the trial ends unless they cancel. This yields fewer sign-ups but typically more committed users.
Sales-led trial
A rep sets up a proof of concept or pilot with defined goals, common for complex or enterprise products.
How to run a free trial that converts
- Define the success moment: Pick the action that shows value, such as creating a first report, and guide users to it.
- Onboard quickly: Use checklists, templates, and short emails that point to the next step.
- Set a sensible length: Match the trial to how long it takes to see value, not to a default number.
- Watch usage signals: Product activity tells you who is ready for a conversation, which is the basis of a product qualified lead.
- Follow up before it ends: Reach out while the user is engaged, not after the trial expires.
Example
Say a team offers a 14-day trial. Users who connect their data and invite a teammate in the first three days tend to explore more. The team adds an onboarding email and an in-app prompt for those two steps, then has an SDR contact trial accounts that completed both.
Common mistakes
- No clear goal: Users sign up, look around, and leave.
- Too long or too short: A short trial may end before value is visible. A long one loses urgency.
- Ignoring fit: Trials from poor-fit companies drain support and distort conversion numbers.
- No sales follow-up: High-intent trial users should hear from a person.
Free trial FAQs
What is a free trial?
A free trial is a limited-time offer that lets prospects use a product at no cost so they can test it before buying. Trials usually include full or near-full functionality and end with a choice to subscribe, convert to a paid plan, or leave.
What is the difference between a free trial and freemium?
A free trial gives access for a set period, after which the user must pay or lose access. Freemium offers a limited version of the product free for as long as the user wants, and charges for upgrades or advanced features.
How long should a free trial last?
Long enough for users to reach the moment where they see value. For simple tools this may be a week or two, while complex products often need longer or a guided pilot. Review your own usage data to pick the length.
Should a free trial require a credit card?
It depends on your goals. Requiring a card usually reduces sign-ups but attracts more committed users, while no card brings more sign-ups with lower conversion. Many teams test both and compare paid conversion, support load, and lead quality.
