4 things to keep in mind before offering a free trial to your customers
Like anything in business, a free trial will lose its effectiveness if it's implemented without any forethought. When designing your free trial, there are several factors to consider:
1. Payment information
Some free trials simply expire when their time limit is up and require the user to pay before they can use the software again. Others automatically bill the customer after the trial is up unless they cancel first. The latter can be a good way to increase conversions, but be sure to be upfront about when they will be billed and make cancellation easy.
The most important thing to consider is what limitations you'll place on the trial. As stated previously, most are time limited. Some are crippled to the point that users can see how the software functions, but not make productive use of those functions until they pay. In most cases, time-limiting works best because it gives users the full experience.
3. Trial period
Most free trials last two to four weeks before they expire and the customer is expected to pay. If you give them too little time, they may not realize the full potential of the product. Too much time, and you're not only delaying payment, but run the risk that they'll be able to use the product until they no longer need it and you get nothing.
4. Onboarding time
How long does it take a customer to learn your product? This is an important question when determining how long to make the free trial last. A shorter trial will work for products that can be productively used right away. Those with a higher learning curve should allow the customer more time.