To Trial or Not to Trial - That is The Question

5 replies
Hello Warriors,

I am looking for some cold hard statistics on continuity programs. You see, I am running a membership site, and I am trying to find out if I will have more members who stick through a trial offer or a direct subscription.

I understand trials may convert more, but many of the people who convert during a trial quit.

How does this compare to a direct subscription?
#question #trial
  • Profile picture of the author freudianslip27
    I think its hard to know this without knowing the type of market/buyers you'll have. Also, how good your service is, and how strong the reason for people to stay is also a big factor.

    If you can get a trial that's a dollar, you are still getting people to pay something, and they are setup to pay more. The better service you can give them, and show them that it is in their interest to stick around, the more conversions you'll have.

    Personally I think there are people that won't buy a direct sub right off, but will test the waters with a trial, and then become long-term members.

    Of course there's tire kickers too, but you have to look at the whole picture.


    Matt
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  • Profile picture of the author winebuddy
    I have a product where the "trial" is $27 and the continuity is just $7.95

    81% stay with it for at least 3 or 4 months.
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    • Profile picture of the author mbacak
      Originally Posted by winebuddy View Post

      I have a product where the "trial" is $27 and the continuity is just $7.95

      81% stay with it for at least 3 or 4 months.
      Great Job!

      You might want to test charging the "Trial combined with 'premium'
      at the same price you are charging on the continuity" I have a feeling
      you'll get better stick. But, heck those are GREAT numbers.

      How are you doing on monthly declines?
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  • Profile picture of the author Raiel Schwartz
    Right now my funnel is like this

    1) Visitor goes to sales page

    2) Visitor clicks "start trial" button (trial is advertised as $1 for X days then $xx/mo)

    3) On the actual payment page I give two options
    1) Pay $1.00 and get access for x days then be billed $xx/mo
    2) Pay $xx every month and skip the trial

    Now the payment option two is $10.00 less than payment option one, sort of like an incentive for people who pay from the get go and skip the trial.

    My question is, can this be hurting sales?

    It seems to me that the people who DO go through the trial, may like the content, but may be disappointed that they will not get in at a cheaper rate thus they may unsubscribe.

    Should I take away the trial skip option and just leave the trial as is?

    Another question I wanted to ask, does anyone have any data on the duration of the trial and the retention rate?

    Ex: Do 7 day trials convert higher then 3 day trials?
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    • Profile picture of the author mbacak
      Originally Posted by Craig.Michaels View Post

      Ex: Do 7 day trials convert higher then 3 day trials?
      Here are some things to think about:

      Why are you wanting to go so short on the trial? Is
      that even enough time for them to consume it? The only
      reason that I'd make my trials so short would be to go
      that short so I could get in the money faster because
      I was spending alot on getting people in the front end.

      Like if I was running it in the CPA networks.
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