Make trial-to-paid conversion rates more meaningful with cohorts

In this blog post, ChartMogul CEO Nick Franklin wrote about a method of making trial-to-paid conversion rate metrics more useful using cohorts. The method measures the percent of trials that convert into paid subscribers within a defined number of days.

One useful analysis is comparing your 30-day trial-to-paid conversion rate against your 90-day trial-to-paid conversion rate to see what percentage of trials convert long after a typical SaaS free trial has expired.

It's possible to measure this in ChartMogul thanks to the Trial-to-paid in days filter attribute.

To use this:

    1. Navigate to the Trial-to-paid Conversion Rate chart.
    2. Click Add filter and select Trial-to-paid in days from the attribute's drop-down.
    3. Choose the Less than operator and define the number of days, e.g., 30.
    4. Click the ADD button to add the filter.

This will give you your 30-day trial-to-paid conversion rate graph. You can then compare this against segments with longer or shorter Trial-to-paid in days values.


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