SaaS Metric
Trial-to-Paid Conversion Rate (Trial Conversion)
Definition
Trial-to-paid conversion rate is the percentage of free trials that turn into paying customers. Trial conversion = trials that converted to paid ÷ total trials started × 100. Benchmarks vary widely by model: opt-in trials (no card up front) convert lower, often 15–25%, while opt-out trials (card required) convert much higher, frequently 40–60%.
Formula
Trial-to-paid conversion rate = trials converted to paid ÷ trials started × 100
Benchmark
Opt-in (no credit card) trials often convert ~15–25%; opt-out (card required) trials commonly convert ~40–60%. Self-serve and sales-assisted motions differ further.
Opt-in vs. opt-out trials
The biggest driver of conversion rate is whether you ask for a card up front. Opt-out trials (card required, auto-converts to paid unless cancelled) convert far higher because they pre-qualify intent and remove a second decision — but they start fewer trials. Opt-in trials (no card) attract more signups at a lower conversion rate. Neither is better in the abstract; they trade volume against conversion, and the right choice depends on price point and buyer.
Because the models differ so much, only compare your rate against trials of the same type. A 20% opt-in conversion and a 50% opt-out conversion can represent equally healthy funnels.
Frequently asked questions
How do you calculate trial-to-paid conversion rate?
Divide the number of trials that converted to paid subscriptions by the total number of trials started in the period, expressed as a percentage.
What is a good trial-to-paid conversion rate?
It depends on the model. Opt-in trials with no card required often convert around 15–25%; opt-out trials that require a card commonly convert around 40–60%. Compare only against trials of the same type.
How is trial conversion related to activation?
Activation usually precedes conversion: trials that reach first value convert far more often. Improving activation during the trial is typically the most reliable way to lift the conversion rate.
Related metrics
Activation Rate
Activation rate is the share of new users or accounts that reach a meaningful first-value milestone. Learn how to define activation, the formula, and why it predicts retention.
Time to Value (TTV)
Time to value is how long it takes a new customer to reach their first meaningful outcome. Learn how to measure it, why shorter is better, and how it drives activation and retention.
Customer Acquisition Cost (CAC)
Customer acquisition cost (CAC) is the fully loaded sales and marketing spend to win one customer. Learn the CAC formula, the LTV:CAC ratio, and healthy SaaS benchmarks.
Churn Rate
Churn rate is the percentage of customers or revenue lost in a period. Learn the customer churn and revenue churn formulas, healthy SaaS benchmarks, and how to reduce it.
Track this automatically
Connect Stripe and RetentionLens computes Trial Conversion for you — with cohorts, trends and churn-risk scoring. Start on the free tier.
Benchmarks are general SaaS ranges and vary by segment, stage and business model. Last reviewed 2026-05-30.