Trial to Paid Conversion Calculator
Calculate trial conversion rates by trial type, model the revenue impact of improving conversion, and compare opt-in against opt-out trial economics.
🔓 SaaS Metrics📐 Conversion rate = paid conversions / trials started💼 Business
Trials started
Converted to paid
Monthly subscription price
Cost per trial signup
Trial type
Please enter valid values.
Formula & Reference
| Variable | Symbol | Formula | Units |
|---|---|---|---|
| Trial to Paid Conversion Calculator | — | Conversion rate = paid conversions / trials started | percent |
Step-by-Step Examples
Example 1
Opt-In Trial
1,200 trials, 156 converted, price 79, cost per trial 42.
- Conversion = 156 / 1,200 = 13.00%
- New MRR = 156 × 79 = 12,324
- Spend = 1,200 × 42 = 50,400
- Effective CAC = 50,400 / 156 = 323.08
- CAC payback = 4.1 months
✓ 13.00% — within the opt-in range
Example 2
Opt-Out Trial
800 trials, 380 converted, price 49.
- Conversion = 47.50%
- New MRR = 380 × 49 = 18,620
- Opt-out rates look far higher but include people who forgot to cancel
- Early churn should be watched closely with this model
✓ 47.50% — typical opt-out
Example 3
Freemium Upgrade
20,000 free users, 640 upgraded, price 25.
- Conversion = 3.20%
- New MRR = 640 × 25 = 16,000
- Low percentage but applied to a much larger base
✓ 3.20% — typical freemium
Real-World Applications
Model Comparison
Opt-in and opt-out trials produce very different conversion rates, so benchmarks only make sense within the same model.
Effective CAC
Trial cost divided by conversions gives the real acquisition cost, which is often far above the cost per signup.
Improvement Leverage
Conversion improvements apply to existing traffic, making them cheaper than acquiring more trials.
Onboarding Focus
Most trial conversion is determined in the first session, which is where product activation work pays off.
Common Mistakes to Avoid
⚠️
Comparing opt-in and opt-out rates directly
Opt-out trials convert two to four times higher simply because payment details are already captured. The models are not comparable on conversion rate alone.
⚠️
Ignoring post-conversion churn
Opt-out trials often produce customers who did not actively decide to buy. Their early churn can erase the apparent conversion advantage.
⚠️
Optimising conversion at the expense of fit
Aggressive conversion tactics can raise the rate while attracting customers who churn quickly, worsening rather than improving unit economics.
Frequently Asked Questions
What is a good trial conversion rate? ▾
It depends on the model. Opt-in trials commonly run 8 to 25%, opt-out 40 to 60%, and freemium upgrades 2 to 5%.
Should I require a credit card for trials? ▾
Requiring one raises conversion rate sharply but reduces trial volume and can increase early churn. The better model depends on your funnel economics, not the rate alone.
How long should a trial be? ▾
Long enough for the user to reach a meaningful outcome. Many products find 14 days works better than 30, since longer trials often just delay the decision.
How do I improve trial conversion? ▾
Focus on time to first value — getting users to a meaningful outcome quickly — rather than on extending trial length or increasing reminder emails.
What is effective CAC from trials? ▾
Total trial acquisition spend divided by paid conversions, not by trial signups. It is usually several times the headline cost per signup.