How to convert trial users into customers on your website

While free or discounted online trials are a great way to attract new customers, they don’t always succeed in converting samplers into buyers.

Some of the reasons why businesses don’t convert trial users into paid customers include:

  • Failing to connect with their trial users after they sign up
  • Communicating with trial users at the wrong time
  • Presenting an online product that disappoints the trial user

Figuring out how to turn more trial users into paid customers can be difficult. Use these techniques to increase your conversion rate.

Make sure your user sign-up process and emails you send are compliant with Canada’s Anti-Spam Legislation (CASL). For example, you must obtain express consent to communicate electronically with your trial user. The emails you send also need to comply with CASL’s form and content requirements, including the ability to unsubscribe from receiving future emails.

Visit the Canadian Radio-television and Telecommunications Commission to learn more about CASL requirements. CASL compliance will allow you to try the techniques suggested below.

Welcome trial users with an email


Many businesses send a welcome message when new customers sign up. Anyone who signs up for your free product trial is telling you they are interested in your offering and inviting you to share information with them.

Start communicating immediately by sending an automatic welcome message whenever someone signs up for your product trial. Otherwise the user may sign up for the offer and never check out what your business can do for them.

Sending a welcome email establishes your relationship. Remember to:

  • Be personal in that welcome email by writing in a friendly and conversational voice
  • Share some quick tips and links to help the user to start enjoying your online product
  • Invite the prospect to submit questions to a working email address that someone will receive and respond to

Engage inactive users


People have the best of intentions. They may sign up for your free product trial but never activate their trial account. So send them a simple reminder message and use that communication opportunity to highlight a couple of features of your product.

For example, you might write the following: “Hi, Jane! We want you to enjoy our product during your trial period. Check out this helpful template once you log in.”

Offer a trial extension


People who have signed up for your trial offer may need more time before they decide to buy. Consider giving them additional free time on your system. During that time, be sure to send messages encouraging the user to buy.

Make a discount offer


Sometimes trial users enjoy their freebie, but they don’t upgrade from trial user to paid user. It’s an opportunity to send these users a special discount offer.

Don’t wait until the trial offer expires


You don’t have to wait until the end of the trial to get a potential new customer onboard. Send several messages during the trial period that encourage the user to upgrade to paid user status. Consider a discount offer before the end of their trial period.

However you choose to design your trial user conversion program, be sure to remember that people like to feel special. By communicating with them early and often, you can make them feel like part of your community and avoid losing the precious opportunity to win their business.

Disclaimer: This article is intended to provide general information only and should not be considered as business, legal or financial advice. Consult with a qualified specialist to obtain assistance specific to your particular business. Links to any websites are provided solely for your convenience. Scotiabank is not responsible for the accuracy, reliability or the content of such websites. You can learn more about CASL requirements at the Canadian Radio-television and Telecommunications Commission and rules about telemarketing on Canada’s National Do Not Call List

 

Before you take action on any of the information above, we recommend consulting with a qualified business advisor that understands your unique needs and situation for your specific business and/or personal plans.