Free Trial
DEFINITION
A time-limited period of full (or nearly full) product access, typically 7–30 days, designed to convert to paid.
In depth
Free trial pits time against value: the prospect must reach their aha moment before the timer runs out. Shorter trials create urgency; longer trials allow complex products time to prove themselves.
Best practice: 14 days with a clear activation milestone, supported by lifecycle emails. Credit card required upfront dramatically increases conversion but reduces top-of-funnel.
Rules of thumb
- 14 days is the default — start there.
- Card-required trial: higher conversion, lower signups.
- Card-free trial: higher signups, more noise.
Related terms
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Last reviewed 14 April 2026 by Abhi Verma.