1.
Freemium and Free Trial
Conversion Benchmarks
Ada Chen Rekhi
@adachen
www.adachen.com
Founder & COO, Notejoy

2.
Three Models for Free to Paid
● Freemium - the product is offered free of charge, but money is
charged for advanced features or functionality
● Free trial without credit card - the product is offered on a "try before
you buy" basis without credit card information
● Free trial with credit card - the product is offered on a "try before you
buy" basis with credit card details collected up-front
Ada Chen Rekhi • adachen.com

3.
Freemium Conversion Rate
Ada Chen Rekhi • adachen.com
CVR Company / Source Year
30% Slack 2014
1-10%
Insight Venture Partners article on companies like 37signals, Dropbox,
Evernote, GitHub, HootSuite, New Relic, SurveyMonkey, Weebly, Zendesk
2012
4% Dropbox based on % of total registered userbase 2012
6% over 2 yrs;
4.9% of MAUs
Evernote from FastCompany (2010) &TechCrunch (2009) 2010, 2009
3% Lincoln Murphy from Sixteen Ventures on SaaS and B2B web apps 2010

4.
Free Trial to Paid Conversion Rates - Without CC
Ada Chen Rekhi • adachen.com
CVR Company Year
25% Recapture.io 2016
10-18% Justuno 2016
15% Chargebee 2016
2-3% 3 Minute Optimizer 2015
6-10% Customer.io 2014
10% Gutensite 2013
15% Totango study of ~100 SaaS companies 2012
2-4% GoToMyPC / GoToMeeting 2011
3.75% Salesforce 2006

5.
Free Trial to Paid Conversion Rates - With CC
Ada Chen Rekhi • adachen.com
CVR Company Year
30-40% 3 Minute Optimizer 2015
56% Moz 2012
50% Totango study of ~100 SaaS companies (2012) 2012
40-45% GoToMyPC / GoToMeeting 2011
40-50% Callwave 2011

6.
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