After introducing a business, product, or service, it is essential to attract people to your brand, but maintaining interest can be challenging. Many strategies exist to generate enthusiasm for your business, but the ‘complimentary trial’ is one of the oldest and most effective tactics still used today.
Free trials, a staple in direct marketing, have evolved significantly from their early days of sending out items or periodicals to consumers. This evolution has been particularly pronounced in the digital marketing era, where free trials have become more sophisticated and refined.
This article will examine free trials and assess their effectiveness in convert users into paying customers.
The Free Trial is Perfect for Digital Businesses
Digital products often encompass SaaS offerings (e.g., Shopify and LinkedIn), software applications (e.g., Grammarly and MS Office), and mobile applications (Android and iOS). Nonetheless, several additional types of digital businesses are perfect for free trials, such as digital courses, periodical subscriptions, electronic books, and online casinos.
Regardless of the digital product being sold, including a “free trial” option within the conversion funnel significantly enhances the likelihood of turning a lead into a paying client.
Moreover, the expense associated with acquiring a free-trial consumer is quite low.
Generally, the duration of a customer’s usage of your product correlates positively with their likelihood of retention post-trial. Free trials safeguard customer risk—a vital consideration when entering a new market characterised by low brand recognition.
The Conversion Funnel
- Run google ad >> Landing page >> Free trial >> Trial period >> Paying customer
Let us examine a straightforward conversion funnel example to demonstrate the effectiveness of a free trial more effectively. In this instance, we employ Google Ads to generate awareness and attract potential customers to our website.
Like I said before, the campaign and conversion funnel begins with products. The landing page’s primary objective is to convert prospects into free-trial customers.
The trial period is an especially important step. At this stage, we must ensure that our product is enduring and that a significant number of these free trials convert users into paying customers.
A Shining Example: Free Trial Slot Machines
Of course, free trials differ, and the above example isn’t the only method capable of convert users into paying customers. Take the iGaming industry, for instance.
Most online casinos permit players to engage in demo mode when playing slots. This enables you to experiment with the game for free, wagering with simulated money rather than real money. It is important to note that trial mode does not allow for any financial gains; however, it is an excellent method for evaluating a new game and determining whether you enjoy it. It is always advisable to experiment with a product before making a purchase, which also applies to games.
There are plenty of examples of operators, such as BonusFinder UK, who wrote a review of the online casinos that offer free spins and no deposit methods to play their game. When players can access these features without financial commitment and experience a high standard of gameplay, they build trust in the operator, knowing there are no hidden catches. As a result, they are more likely to convert users into paying customers and loyal clients.
A Quality Product/Service
The quality of the content is crucial, as a free-trial customer will form certain assumptions about your company and product based on these initial communications. For instance, if your onboarding content (e.g., a how-to article) is well-written and informative, your customers will perceive your product manuals as similarly well-written and informative. This is particularly critical for large enterprises with a multitude of stakeholders.
The benefits and pitfalls of free trials
Enhanced customer satisfaction:
Free trials play a significant role in enhancing customer satisfaction. Providing a clear idea of what to expect when convert users into paying customers, they eliminate the potential for unreasonable expectations and complaints often arising from thwarted aspirations. This transparency is a key factor in ensuring a positive user experience, reassuring your audience about the benefits of this strategy.
Free trials significantly diminish the necessity for assertive sales tactics, providing a potential relief for your sales team.
When potential buyers can thoroughly investigate your offerings independently, your product or service effectively markets itself. This implies that your sales force will experience a reduced workload and will have increased time to concentrate on other essential activities, such as identifying and chasing new prospects, instilling confidence in your audience about the potential of free trials.
The risks are inherently modest:
However, free trials present one such danger… the pro trial users!
A professional is somebody who repeatedly accepts invitations for complimentary trials. Professionals constitute around three per cent of free-trial participants; nevertheless, with vigilance, you may prevent them from adversely affecting your profits. Instead of deterring professional free-trial users, extending amnesty is an option by inviting them to transition into paying clients.
Another danger is that the business competitor may enrol in a free trial to assess your competitive threat. Effective techniques to prevent this type of surveillance are uncommon, but if you’re particularly concerned about the competition attempting to appropriate all our proprietary data, specialised codes and security can inhibit bulk download attempts.
Are free trials a good sales strategy for my business?
Free trials are most effective for organisations marketing intangible items or services, like games, software, analytics, and applications.
Nonetheless, complimentary trials may also be advantageous for marketing tangible products like mattresses, equipment, and automobiles. Nevertheless, additional controls are necessary with such products to mitigate the risk of loss due to potential harm caused by the individual utilising the free trial.
Most experts in this field would advise including them in your comprehensive sales approach. If feasible, permit prospects to sample the product before purchasing, provided the associated expenses are manageable; then, it is advisable to facilitate and promote this practice. They frequently reciprocate your accommodation by becoming your client and a satisfied one at that.
