Trial Conversion Rate Calculator

Trial conversion rate is the share of free trials that turn into paying customers, and it is a core health metric for any product that offers a free trial before purchase. This calculator takes the number of trials started in a period and the number of those that converted to paid, then returns the conversion rate as a percentage along with the count of trials that did not convert. The inputs are simple, the trials started and the paid conversions, while the output is the percentage of triallers who became customers. Founders, growth teams and marketers across New Zealand track this number because it links directly to revenue and to how efficiently your funnel works. A higher conversion rate means each marketing dollar spent attracting trials produces more paying customers, so improving it can lift revenue without spending more on acquisition. It also helps you forecast, since knowing your conversion rate lets you estimate how many customers a given number of trials will produce. A few practices make the figure reliable. First, decide whether you measure conversions within the trial window or allow a tail of late conversions, and apply that rule consistently so periods compare fairly. Second, look at where triallers drop off, because the conversion rate tells you the result but not the reason, and onboarding, activation and time to value usually hold the answers. Third, segment by trial type, channel or plan, as a self serve free trial often converts very differently from a sales assisted one. Small improvements in onboarding and early value can move this number meaningfully, so pair it with activation and free to paid metrics to find the biggest wins in your funnel.

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25.0%
Trial conversion rate
Converted100
Did not convert300

Conversion rate = paid conversions / trials started. Estimate only, not financial or tax advice.

How it works

The calculator divides the number of paid conversions by the number of trials started and shows it as a percentage. The did not convert figure is the trials started minus the conversions, so you can see both outcomes.

Worked example

With 400 trials started and 100 paid conversions, dividing 100 by 400 gives 0.25, which is a trial conversion rate of 25.0 percent. The remaining 300 trials did not convert.

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Frequently asked questions

What counts as a converted trial?

A converted trial is one where the user moved from the free trial to a paid plan within your chosen measurement window. You decide whether to count only conversions inside the trial period or allow some late conversions. The important thing is to apply the same rule every period.

What is a good trial conversion rate?

It depends heavily on whether the trial is self serve or sales assisted and on your price point. Self serve trials often convert in the low double digits, while sales assisted trials can be much higher. Compare against your own past results rather than a single benchmark.

How can I improve trial conversion?

Focus on getting users to their first real value quickly, since trials that activate early convert far better. Improve onboarding, remove friction and prompt users at the right moments. Watching where triallers drop off shows you exactly where to act.