Trial volume and conversion rate are usually tracked separately. Multiplying them by price turns both into the only figure that matters — new MRR — and shows what improving either one is actually worth.
Free Trial Conversion Calculator
Trials, conversion rate and price in. New MRR out — plus what one point of conversion is worth.
$/mo
Trial-to-paid rates vary enormously with whether a card is required up front — 40–60% with, often under 15% without.
New paying customers120from 1,000 trials at 12%
- New MRR
- $3,480
- Annualised
- $41,760
- Price point
- $29/mo
Moving conversion from 12% to 13% is worth another $290 MRR — $3,480 a year.
MRR at each conversion rate
1%$290
2%$580
3%$870
5%$1,450
8%$2,320
12%$3,480
15%$4,350
20%$5,800
Two completely different numbers
| Model | Typical conversion | Trade-off |
|---|---|---|
| Card required up front | 40–60% | Far fewer trials, much higher intent |
| No card required | 8–15% | Many more trials, most never activate |
| Reverse trial (premium then free) | 15–25% | Retains non-converters as free users |
A 45% conversion rate and a 12% conversion rate can describe equally healthy businesses. Comparing your number to a benchmark without knowing the model behind it tells you nothing.
What one point is worth
With 1,000 trials a month at $29, each point of conversion is $290 of MRR — $3,480 a year. Two points is $6,960 a year, recurring, for a change that may take a week.
What actually moves the rate
- Get to first value fast
The strongest predictor of conversion is whether the user did the thing the product is for. Everything before that is friction.
- Reduce setup
Templates, sample data and imports let someone see the product working before they have invested any real effort.
- Reach out during the trial, not at the end
A conversation on day two changes the outcome. An email on day thirteen mostly does not.
- Ask for the card at the right moment
Up front filters hard and raises conversion of those who remain. At the end maximises trial volume. Both are valid; choose deliberately.
- Extend for engaged users
Someone actively using the product on day fourteen is worth another week, not a paywall.
GOOD QUESTIONS
Frequently asked
What is a good free trial conversion rate?+
It depends entirely on the model. Card-required trials typically convert at 40–60% because only high-intent users start one. No-card trials commonly sit at 8–15%. A 12% rate is poor for the first model and normal for the second.
Should I require a credit card for the trial?+
Requiring one dramatically raises conversion percentage and dramatically lowers trial volume; total customers can go either way. Requiring a card suits higher-priced B2B products with clear intent; going without suits self-serve products people want to try before committing.
How long should a free trial be?+
Fourteen days is the common default. What matters far more than the length is whether the user reaches real value inside it — a seven-day trial where they succeed on day one beats a thirty-day trial they never start.
Should I count trials that never activate?+
Track both. Overall trial-to-paid is your true funnel number, but activated-trial-to-paid tells you whether the problem is activation or the product itself. They usually point to very different fixes.