Metric
Trial to paid
Share of trials that convert to paid. Benchmarks differ sharply by model: card-required trials convert far higher but bring fewer sign-ups, so judge the design on paying customers per visitor, not on this rate alone.
Plain label: trials that become paying customersAlso known as: trial conversion, free trial to paid
Consumer apps: trials of 17-32 days converted at 45.7% versus 26.8% for shorter trials; Health & Fitness top decile reached 68.3% (benchmark confidence B). In B2B, 62% of trials last 14 days and 7% of products use reverse trials (benchmark confidence B).
Trial-end announced up front and users building their own work during the trial raise conversion honestly; guard every trial test with refunds, chargebacks and 30-day cancels.
Benchmarks
Every benchmark carries its year and a confidence grade for its source. Use them to calibrate, not as targets.
| Context | Median | Top 25% | Top 10% | Source |
|---|---|---|---|---|
| B2B free trial, no card required, account level; good 8-12%, great 15-25% (midpoints)B2B SaaS | 10% | 20% | — | Lenny's Newsletter with OpenView (1,000+ products), 2023Benchmark confidence B. A reputable dataset. |
| B2B trial requiring a card; fewer sign-ups, so judge on paid per visitorB2B SaaS | 30% | — | — | Growth Unhinged / ChartMogul / ProductLed (200 products), 2026Benchmark confidence B. A reputable dataset. |
| consumer subscription apps, all trial lengths; median from a secondary summaryConsumer subscription | 35% | — | 60% | RevenueCat State of Subscription Apps 2025, 2025Benchmark confidence B. A reputable dataset. |
Sources
What is a good free-to-paid conversion rate · Lenny's Newsletter with OpenView, 2023
Benchmark confidence B. A reputable dataset.A new look at free-to-paid conversion · Growth Unhinged (Kyle Poyar), 2026
Benchmark confidence B. A reputable dataset.State of Subscription Apps 2025 · RevenueCat, 2025
Benchmark confidence B. A reputable dataset.
Book content is paraphrased, never quoted at length. Last verified October 24, 2026.
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