Trial Conversion Rate = Paid Conversions from Trial / Total Trial Starts x 100. For example: 4,400 / 8,000 = 55%.
40-65% is strong for card-on-file trials (where users enter payment upfront). 10-25% is typical for no-card trials. The benchmark depends heavily on your trial model and app category.
Drive engagement during the trial — it is the #1 predictor. Send onboarding messages guiding users to core features. Create milestones and challenges. Send a reminder 24-48 hours before expiration. Show what they will lose if they do not convert.
Card-required trials convert at 50-70% but have fewer trial starts. No-card trials start more users (3-5x) but convert at 10-25%. Math usually favors card-required. Test both for your app.
Payment processing handled outside of Apple or Google's in-app purchase systems. Commonly via payment platforms like Stripe, Paddle, or PayPal. Often used for web subscriptions or Android apps distributed outside the Play Store, allowing greater pricing control and lower platform fees.
Promotions with a clear expiration (e.g "48-hour offer") designed to create urgency and drive faster decision-making. These are often delivered through paywalls, lifecycle campaigns, or triggered messaging tied to in-app behavior.
The amount of time between a user installing the app and starting their first subscription. A key metric for measuring the effectiveness of onboarding, paywall timing, and perceived value delivery.
A user's decision to allow or deny tracking (e.g., through Apple's App Tracking Transparency prompt). Consent status affects how well apps can attribute installs, personalize messaging, and optimize acquisition across marketing channels.
Users who begin a trial but do not convert to a paid plan. These users represent a valuable segment for win-back campaigns, exit surveys, or follow-up offers aimed at understanding and closing conversion gaps.
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