[GTM glossary](/glossary.md) Free trial Sales # 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. Share term --- ## More related phrases * [Pilot program](/glossary/pilot-program.md) * [Proof of concept (POC)](/glossary/proof-of-concept.md) * [Demo script](/glossary/demo-script.md) ## Similar phrases * [Freemium](/glossary/freemium.md) Freemium is a pricing model that offers a free version of a product with limits, hoping a share of users upgrade to a paid plan over time. * [Sales demo](/glossary/sales-demo.md) A sales demo is a live or recorded walkthrough of a product tailored to a prospect's needs, used to show how it solves their specific problem. * [Product qualified lead (PQL)](/glossary/product-qualified-lead.md) A product qualified lead (PQL) is a user who has shown buying intent through real product usage, such as hitting a usage limit or using key features. * [Product-led growth (PLG)](/glossary/product-led-growth.md) Product-led growth (PLG) is a go-to-market model where the product drives acquisition, conversion, and expansion, often through free trials or freemium plans. * [Product-led sales (PLS)](/glossary/product-led-sales.md) Product-led sales (PLS) is a hybrid motion where reps follow up on users who already use the product, using usage data to decide who to contact and when.