Trial Conversion Rate Calculator
Calculate the free trial conversion rate from trial signups and paid conversions, a core SaaS growth metric.
Last reviewed by the Radiatus Cloud team
Calculate the percentage of free trials that convert to paid subscriptions.
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Calculate trial conversion rate
Trial conversion rate measures the percentage of free-trial users who become paying customers. It is calculated by dividing the number of paid conversions by the number of trial signups over the same period and multiplying by one hundred. If eight hundred trials produce one hundred sixty paying customers, the conversion rate is twenty percent. It is one of the most important metrics for software-as-a-service businesses that use a free trial to acquire customers, because it directly determines how efficiently signups turn into revenue.
Measuring conversions from the same cohort of trials gives the most accurate rate.
Improving trial conversion
A higher trial conversion rate means you extract more revenue from the same marketing spend, making it a powerful lever for growth. Typical rates vary with the model: opt-in trials that require no card tend to convert lower than opt-out trials that require a card upfront. Improving onboarding, demonstrating value quickly, and timely prompts near the end of the trial all help lift the rate.
Trial conversion works together with trial signups and average revenue per customer to determine total revenue, so improving any of the three compounds the result. Track conversion by cohort and channel to see what drives it. All calculation happens locally in your browser.
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Frequently Asked Questions
What is the trial conversion rate formula?
It is paid conversions divided by trial signups over the same period, expressed as a percentage.
What is a typical trial conversion rate?
It varies widely. Opt-in trials without a card often convert in the low double digits, while card-required opt-out trials convert much higher.
Should I use opt-in or opt-out trials?
Opt-out trials, requiring a card, convert more of those who start but attract fewer signups. The best choice depends on your funnel and audience.
How can I improve trial conversion?
Improve onboarding, help users reach value quickly, and send well-timed reminders and offers as the trial end approaches.
Why measure conversions by cohort?
Tracking a specific group of trials through to conversion avoids mixing periods and gives a true conversion rate for that cohort.
Privacy & Security
Everything runs in your browser; nothing is uploaded.
How to Use
Enter trial signups and paid conversions.
Disclaimer: This tool is provided "as is" without warranty of any kind. Results are for educational and utility purposes.
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BusinessEstimate what a data breach would cost from records exposed, cost per record, days to detect and hours of downtime, split into direct and indirect costs.