Trials & conversion
Trials & conversion in the Business area (Subscriptions) — route /business/trials.
Trials & conversion lives in the Business area of the dashboard, under Subscriptions.
At a glance#
| Dashboard route | /business/trials |
| Area | Business (business) |
| Group | Subscriptions |
| Platforms | Available for every app platform. |
What it does#
Trials in flight, and the trial-to-paid conversion rate. The roster is filtered to trialing subscriptions, with a drawer per trial.
When to use it#
Continuously, if you have a trial. Trial conversion is the highest-leverage number in most subscription businesses: it compounds with every acquisition channel at once, so a few points of improvement outperform almost any single growth initiative.
The list of trials in flight is also directly actionable in a way most metrics are not — these are people who have not decided yet.
Workflow#
Read conversion rate as your baseline
It is the number to move. Everything else on this page exists to explain it.
Watch trials approaching their end
The days before expiry are the only window where an intervention can change the outcome.
Compare converters to non-converters in behaviour
Build a segment for each and look at what the converters did in their first session. That difference is your onboarding roadmap.
Check whether non-converters ever activated
A trial that never reached the product's core action was lost before pricing was ever considered.
Permissions and prerequisites#
Requires trial lifecycle events. Nothing here can be derived from purchases.
Limits and edge cases#
Conversion needs completed trials. Trials in flight are not yet either outcome, so a young cohort understates conversion.
A trial that ends without an event stays in flight indefinitely. Send an expiry event as well as a conversion one.
Repeat trials count as trials. If your product allows a second trial, the same person can appear twice.
Conversion rate needs volume. With ten trials a month, one person moves it ten points.
Troubleshooting#
Page is empty and we run trials. Trial lifecycle events are not being sent. This is the only cause.
Conversion rate looks impossibly low. Check that conversion events fire on every path to paid — a user who upgrades through a route you did not instrument counts as a non-converter.
Where the data comes from#
Served by
Subscriptions