Had about 300 users finish our 14-day trial last month but only 12% converted to paid.
Tried basic email reminders but they’re not working. Wondering if others are seeing similar drop-off rates and what follow-up sequences actually move the needle here.
Exit surveys tell you why they really left.
12% is rough but pretty normal. I’ve seen trials hit anywhere from 8-25% depending on what you’re selling.
Here’s what worked for me: call trial users around day 10-11. Don’t pitch them - just ask how things are going and if they need help. About 40% of people who took my calls ended up converting.
Also check if your trial actually shows value. I had an app where users needed to do 3 specific things to see results, but only 30% were doing them. Once we helped guide them through the trial better, conversion jumped to 19%.
Email reminders don’t work well alone. People need to feel like the product’s already working for them before time runs out.
I use a three-email sequence based on what they actually did during their trial.
First email: usage stats - “You created 8 projects and saved 4 hours last week.”
Second email: loss aversion - “Your 8 projects get deleted in 3 days.”
Third email: urgent but helpful - they can extend their trial 3 days if they book a 15-minute call.
Bumped my conversion from 11% to 18%. The trick is personalizing it to their real usage instead of pushing generic benefits.
Discounts usually work better than reminders. Something like 30% off the first month will probably get more signups.
Watch what users actually do during their trial. If someone’s barely touching the product, hit them with emails showing easy wins they can grab right away. If they’re active but still haven’t converted, remind them their trial’s about to end and what they’ll lose. Make signup slightly harder - ask 2-3 questions about what they want to achieve. You’ll get fewer signups but better quality users who actually convert. Ditch the generic follow-up emails. Split users by how much they’re engaging and tailor your approach accordingly.
Forget email sequences - test paywall triggers during the trial instead. I experiment with upgrade prompts that fire when users hit certain actions or usage caps. With Web2Wave.com, I can tweak these triggers and test new offers instantly without waiting for app updates. Beats email nurturing by miles.
Focusing on feature usage really helped. Many who do not convert are not using the main features. I started tailoring my emails based on their actual activity.
If they are using basic features, I highlight advanced options. If they haven’t logged in for days, I provide setup assistance instead of pushing for a sale.
I also adjusted the timing of follow-ups to days 7 and 12, allowing time for consideration of the feedback.