Stop copying the 14-day trial
In short
Most people pick their trial length by copying someone else. There's an actual way to work it out. Every product has a natural usage frequency: how often someone would come back without a notification pushing them. Your trial needs to be long enough for someone to complete that cycle two or three times. Once is a demo. Twice is the start of a habit.
Key points
- Daily product, such as messaging: about a week.
- Weekly product, such as project tools: about a month.
- Monthly product, such as accounting: probably a quarter, which almost nobody gives.
- Yearly or one-off, such as tax software: a trial is the wrong model. Charge for the outcome.
