It's easy to think a longer trial is ideal, but that's just not the case. After watching this video, you can have a new perspective on trial lengths and can consider shortening yours.
- When it comes to certain products, free trials are a great way to allow a consumer a risk-free approach to evaluate what you're selling. Now, if you're offering a free trial, you might be evaluating how long to let it run for. Now often, I see 30-day trials, and 30 days sounds really generous, but I think that's far too long. In fact, I think 14 days is even too long. You see, when people are signing up for a trial, they're in a decision-making mode. They're likely ready to purchase. They simply need to identify if the software meets their expectations and then they'll pay. So if you can't get someone to convert in seven days, then you've got a problem. Now when you decide to create a free trial by having a shorter free trial, you're able to get your money faster. And so in order to make this happen, you need conversions, which means you need to understand why people convert in the first place. What feature or moment in your app convinces them that this is the right product. Now this is likely going to take some consumer research. But once you know that moment, once you know what it is that takes them across the finish line, you're going to work to make sure that that event takes place in that seven-day window. You can use videos, emails, pop-ups, and whatever else it takes to educate the user to get towards that event. Once they hit the ah-ha moment, they're in. They're ready to purchase. When you're able to narrow that timeline, you're going to push the purchase decision sooner. Not only does it get that consumer in your workflow, it also increases your revenue sooner. Plus, you can always extend the free trial if you need to. I encourage you, if it makes sense for your business, to try out moving your trials to simply seven days.
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- Asking uncomfortable questions
- Leveraging podcasts
- Pitching with video and snail mail
- Securing reviews
- Upselling before a trial
- Securing media mentions
- Capitalizing on FOMO