Journey
Free trial to paying customer
Activation checkpoints, behaviour triggers and a conversion nudge that fires on what the user did rather than on day seven.
Page in progress
The full free trial to paying customer breakdown is being written. The summary above is accurate, and the built journeys below follow the same structure.
Built already
Journeys with the full path written
Same structure this page will carry once it is written: steps, timing, the solutions each one assembles, and what to measure.
Industry articles
This journey, industry by industry
Same path, different qualifying questions and different failure points. Each article sits at this journey and one industry.
Case study data needed
No industry article has been published at this journey yet. The industry pages cover the failure points in the meantime.
FAQs
Questions about free trial to paying customer
Should conversion nudges be time-based or behaviour-based?
Behaviour-based, almost always. A message on day seven regardless of what the user did is ignored. A message triggered by reaching or failing to reach an activation milestone is relevant.
What counts as activation?
Whichever action best predicts a user still being around in three months, which is specific to your product and knowable from your own data. For a scheduling tool it might be the first booking a real customer makes. For a CRM it might be the first pipeline with deals moving through it. It is rarely signing in or completing a profile, because those are easy to do and predict very little. Most teams pick a proxy that is easy to measure rather than the one that actually predicts, and then optimise the wrong thing. The practical test is to compare users who converted with users who did not and find the earliest action that separates them.
How hard should we push at the end of a trial?
Clearly and once, with an easy way to extend or decline. A trial that ends in silence converts badly, and one that ends in five escalating emails converts badly and costs you the goodwill as well.
Ask about the free trial to paying customer path
This page is still being written. The journey applies today regardless, and a call gets you the same detail the finished page will carry.