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Freemium and Free Trial
Conversion Benchmarks
Ada Chen Rekhi
@adachen
www.adachen.com
Founder & COO, Notejoy
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
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
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
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
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Freemium and free trial conversion benchmarks

  • 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. Enjoyed this presentation? Subscribe to my monthly essays about marketing & entrepreneurship at adachen.com