Source: https://www.revvly.ai/glossary/free-trial-conversion-rate

[Glossary](https://www.revvly.ai/glossary)

# Free trial conversion rate

**Free trial conversion rate is the percentage of free trials that become paying subscriptions. It measures how well the product proves its value during the trial and how smooth the path to payment is. It is sensitive to trial length, whether a card is required and how qualified the signups are.**

## Formula

`Trial conversion rate = trials converted to paid ÷ trials started`

## How to read it

Compare it only with like-for-like trial designs: card-required and no-card trials convert very differently. A trial that never converted should not be counted as revenue at any point.

## Further reading

- [Free trial to paid conversion rate: benchmarks and what actually moves it](https://www.revvly.ai/blog/free-trial-to-paid-conversion-rate-benchmarks)

## Related terms

- [Churn rate](https://www.revvly.ai/glossary/churn-rate)
- [Cohort retention](https://www.revvly.ai/glossary/cohort-retention)

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