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.

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