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 involves measuring the % of trials that convert into paid subscribers within a defined number of days.
One useful analysis is to compare your 30-day trial-to-paid conversion rate against your 90-day trial-to-paid conversion rate to see what % of trials are converting long after a typical SaaS free trial has expired.
It's possible to measure this in ChartMogul thanks to a filter attribute called "Trial-to-paid in days".
To use this:
- Navigate to the Trial-to-paid conversion rate chart in your ChartMogul account
- Click Add filter and select "Trial-to-paid in days" from the attribute's dropdown.
- Choose the 'Less than' operator and define the number of days, e.g. '45'.
- Click the button to Add the filter.
This will give you your 45-day trial-to-paid conversion rate graph. You can then compare this against segments with longer or shorter "Trial-to-paid in days" values.