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fbq('track', 'PageView'); </script> <noscript><img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=609466272486963&ev=PageView&noscript=1" /></noscript> <link rel="author" href="https://plus.google.com/102323660492139984593"/> <style type="text/css" id="custom-background-css"> body.custom-background { background-color: #ededed; } </style> <link rel="amphtml" href="https://sixteenventures.com/why-free-trials-fail?amp=1"><style>#amp-mobile-version-switcher{left:0;position:absolute;width:100%;z-index:100}#amp-mobile-version-switcher>a{background-color:#444;border:0;color:#eaeaea;display:block;font-family:-apple-system,BlinkMacSystemFont,Segoe UI,Roboto,Oxygen-Sans,Ubuntu,Cantarell,Helvetica Neue,sans-serif;font-size:16px;font-weight:600;padding:15px 0;text-align:center;-webkit-text-decoration:none;text-decoration:none}#amp-mobile-version-switcher>a:active,#amp-mobile-version-switcher>a:focus,#amp-mobile-version-switcher>a:hover{-webkit-text-decoration:underline;text-decoration:underline}</style> <style type="text/css" id="wp-custom-css"> /* You can add your own CSS here. Click the help icon above to learn more. */ </style> </head> <body class="post-template-default single single-post postid-1382 single-format-standard custom-background custom-header header-full-width content-sidebar"><div id="wrap"><div id="header"><div class="wrap"><div id="title-area"><p id="title"><a href="https://sixteenventures.com/">Customer-centric Growth by Lincoln Murphy</a></p><p id="description">Growth-oriented Customer Success</p></div></div></div><div id="subnav"><div class="wrap"><ul id="menu-page-menu" class="menu genesis-nav-menu menu-secondary"><li id="menu-item-2604" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-home menu-item-2604"><a href="http://sixteenventures.com">Customer Success Articles</a></li> <li id="menu-item-8249" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-8249"><a target="_blank" href="https://www.impactdemy.com/collections?ref=58b2b0">2024 CSM and Head of CS Training</a></li> <li id="menu-item-55" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-55"><a rel="author" href="https://sixteenventures.com/lincoln-murphy-strategic-consultant">Customer Success Consulting</a></li> <li id="menu-item-8433" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-8433"><a target="_blank" href="https://www.impactdemy.com/pages/impact-weekly-podcast">Customer Success Podcast</a></li> <li id="menu-item-8900" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-8900"><a target="_blank" href="https://www.impactdemy.com/courses/fundamentals?ref=58b2b0">Free CS Fundamentals Course</a></li> </ul></div></div><div id="inner"><div class="wrap"><div id="content-sidebar-wrap"><div id="content" class="hfeed"><div class="post-1382 post type-post status-publish format-standard hentry category-conversion-rate-optimization-2 category-customer-acquisition category-free-trials category-marketing tag-app-store tag-apps tag-b2b tag-b2c tag-churn tag-cloud tag-cloud-computing tag-clv tag-continuity tag-conversion-rate-optimization tag-copywriting tag-cro tag-cta tag-design tag-form tag-free-trial tag-free-trials-2 tag-freemium-2 tag-funnel tag-iphone tag-landing-page tag-marketing-2 tag-metrics tag-price-testing tag-pricing-page tag-pricing-strategy-2 tag-psychology tag-saas tag-sales tag-sales-copy tag-sales-process tag-signup tag-software-as-a-service tag-startup tag-transparent-pricing tag-value-pricing tag-web-app tag-webapp entry"><h1 class="entry-title">SaaS Free Trial: The #1 Reason You Fail to Convert Customers</h1> <div class="post-info"><span class="date published time" title="2012-03-19T18:20:48-05:00">March 19, 2012</span> Article by <strong><a href="https://sixteenventures.com/lincoln-murphy-strategic-consultant" target="_blank">Lincoln Murphy</a></strong> </div><div class="entry-content"><p>The #1 reason your SaaS free trial is failing to convert customers is simple…</p> <p>Right after a prospective customer signs-up for your Free Trial, <strong><em>you fail to engage them</em></strong>.</p> <p>Data shows that prospects active in the first 3 days of a SaaS Free Trial – regardless of trial length – convert at a significantly higher rate than those that are not active.</p> <p>But you have to design your Free Trial with this in mind… design it to get them (and keep them) <a href="http://sixteenventures.com/improve-saas-churn-rate-engagement" target="_blank">active and engaged</a>.</p> <p>And with statistics and experience on my side, I can safely assume that you dump your new-found (or newly paid-for) prospects into your app’s “Dashboard” without any guidance, letting them fend for themselves.</p> <p>And then you wonder why > 90% of the people who sign-up for your free trial leave, never to login again.</p> <p><strong><em>DO THIS RIGHT NOW</em></strong>: Go look at the first screen someone will see right after they sign-up for your Free Trial… do it right now… is that going to really engage your potential customer?</p> <p>In fact… take a screen shot of that first screen your potential customer sees right after they login for the first time.</p> <p>Send it around your company and ask everybody if that is going to fully engage your customer.</p> <p>In fact, r<a href="https://calendly.com/lincolnmurphy/clarity" target="_blank">equest at least a 15-minute call on Clarity</a> with me and let’s figure out how to make your SaaS Free Trial a Customer-Acquisition Machine!</p> <p>Whatever you do, just make sure to look at that screen cap closely… that’s the thing that’s either going to hook’em and get them to start using your product as if they are already in production making conversion from a free user to a paying customer a no-brainer…</p> <p>…or the thing that’s going to drive them away.</p> <p>One young company that I worked with recently had the latter… a staggering 99% of the prospects that signed-up for their Free Trial logged-in just one solitary time and then <em><strong>NEVER CAME BACK!!!!</strong></em></p> <p>They thought they just needed to buy more traffic (they already spent $4k/month on AdWords, too!) but they didn’t – yet…</p> <p>… what they needed was to fix their Engagement problem (which we did, BTW).</p> <p>But maybe you’re thinking “<em>yeah, but my product does so many things and I want them to see what all it can do… I don’t want to keep them from seeing all of my app’s goodness.</em>”</p> <p>The reality is they won’t see it all; they’ll just leave.</p> <p>Confused minds don’t try (or buy)… they leave… and they never come back.</p> <p>You must engage your prospects and help your product “sell itself” whether you have a low-touch or high-touch sales process.</p> </div><div class="author-box"><div><img alt='' src='https://secure.gravatar.com/avatar/3334de1f544b64f1d1b3383098d14892?s=80&d=mm&r=g' srcset='https://secure.gravatar.com/avatar/3334de1f544b64f1d1b3383098d14892?s=160&d=mm&r=g 2x' class='avatar avatar-80 photo' height='80' width='80' decoding='async'/> <strong>About Lincoln Murphy</strong><br /><p>I invented Customer Success. I focus primarily on Customer Engagement. <a href="https://sixteenventures.com/lincoln-murphy-strategic-consultant">Learn more about me here.</a></p> </div></div><div class="after-post widget-area"> <div id="recent-posts-3" class="widget widget_recent_entries"><div class="widget-wrap"> <h4 class="widget-title widgettitle">You should read these articles, too…</h4> <ul> <li> <a href="https://sixteenventures.com/true-cost-of-meetings">The True Cost of Meetings in Customer Success Management</a> </li> <li> <a href="https://sixteenventures.com/meetings-as-a-metric">Meetings as a Customer Success Metric: The Misguided Path</a> </li> <li> <a href="https://sixteenventures.com/no-goals-no-customer-success">No Goals, No Customer Success: Unlocking the Power of the Goal Discovery Framework</a> </li> <li> <a href="https://sixteenventures.com/revenue-roadblocks">Revenue Roadblocks: How We’re Sabotaging Our Own Growth</a> </li> <li> <a href="https://sixteenventures.com/bad-fit-vs-good-fit-customers">Good Fit vs. Bad Fit vs. Ideal Customers: The Key to Unlocking Sustainable Growth</a> </li> </ul> </div></div></div></div></div><div id="sidebar" class="sidebar widget-area"><div id="custom_html-2" class="widget_text widget widget_custom_html"><div class="widget_text widget-wrap"><div class="textwidget custom-html-widget"><div id="enews-ext-2" class="widget enews-widget"> <div class="widget-wrap"> <div class="enews"> <h4 class="widget-title widgettitle">Join the other 53,897 folks who get my emails and…</h4> <div style="text-align:left"> <ul> <li>Get the latest on <strong>ChatGPT, AI, & Prompt Engineering</strong></li> <li>Stay updated on <strong>Customer Success</strong> & <strong>RevOps</strong></li> <li>Take your <strong>Growth Strategy</strong> to the next level</li> <li>Learn about <strong>Psychology, Engagement, and More</strong>!</li> </ul> </div>  <form id="ck_subscribe_form" class="ck_subscribe_form" action="https://app.convertkit.com/landing_pages/256863/subscribe" data-remote="true"> <input type="hidden" value="{"form_style":"naked","embed_style":"inline","embed_trigger":"scroll_percentage","scroll_percentage":"70","delay_seconds":"10","display_position":"br","display_devices":"all","days_no_show":"15","converted_behavior":"show"}" id="ck_form_options"> <input type="hidden" name="id" value="256863" id="landing_page_id"> <input type="hidden" name="ck_form_recaptcha" value="" id="ck_form_recaptcha"> <div class="ck_errorArea"> <div id="ck_error_msg" style="display:none"> <p>There was an error submitting your subscription. 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