Benchmarks by Metric

Trial Conversion Benchmarks

Trial conversion benchmarks are the most misused numbers in SaaS, because the trial structure changes the math more than the product does. A 10% conversion rate is outstanding for a no-card opt-in trial and alarming for a card-required one. Before comparing yourself to anything, identify which of the four funnel types below you actually run.

The bands, drawn from Revenue Map's benchmark tables: opt-in trials without a credit card convert 3% to 8% of trialists in the average band, and above 8% is strong. Requiring a card upfront filters signups so heavily that 25% to 40% of trialists convert, at the cost of far fewer trials started. Freemium products convert 2% to 5% of free users over time, and reverse trials, full access that later drops to a free tier, land between 10% and 20%.

Mobile changes the picture again. Consumer apps convert on freemium dynamics, 2% to 5% typically, with productivity and business categories reaching 7% to 10% while entertainment apps often sit at just 1% to 3%. Revenue Map's subscription model presets encode the same reality, assuming paid conversion improving from roughly 8% at launch toward 15% to 20% as onboarding matures.

Benchmark Table

Trial-to-paid conversion benchmarks by funnel type

MetricPoorAverageGoodSource
Opt-in free trial (no card required)Under 3%3% to 8%Above 8%Revenue Map benchmark tables
Opt-in free trial (card required)Under 25%25% to 40%Above 40%Revenue Map benchmark tables
FreemiumUnder 2%2% to 5%Above 5%Revenue Map benchmark tables
Reverse trialUnder 10%10% to 20%Above 20%Revenue Map benchmark tables
Consumer app freemium (productivity)Under 5%5% to 7%7% to 10%Revenue Map model templates
Consumer app freemium (entertainment)Under 1%1% to 3%Above 3%Revenue Map model templates

Sources: Revenue Map benchmark tables (the thresholds behind our free calculators), Revenue Map model presets (default assumptions in our industry templates), and Revenue Map model templates (vertical research in each financial model). Ranges are screening bands, not guarantees.

Frequently Asked Questions

What is a good free trial conversion rate?
For opt-in trials without a card, above 8% is strong and 3% to 8% is average. With a card required, above 40% is strong because the card requirement filters out low-intent signups before the trial starts.
Should my trial require a credit card?
Card-required trials convert 25% to 40% of trialists versus 3% to 8% without, but generate far fewer trials. The right choice depends on volume: high-traffic products usually win without a card, sales-assisted products often win with one.
What is a reverse trial?
The user gets full premium access for a limited period, then drops to a permanent free tier instead of losing access entirely. Conversion typically lands at 10% to 20%, between freemium and card-required trials, because users experience the full product before deciding.
Why do mobile apps convert lower than web SaaS trials?
Most consumer apps run freemium rather than trial funnels, and freemium converts 2% to 5% across categories. Intent is lower, switching is easier, and entertainment categories can sit at just 1% to 3%, versus 7% to 10% for productivity tools.

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