How to calculate it
Divide the number of trials that converted to paid by the number of trials started, for trials that have had time to finish. If 1,000 people started a trial in March and 450 of them were charged, the conversion rate is 45%.
Measure by the month the trial started. Mixing this month's conversions with this month's starts gives a misleading figure whenever sign-ups are rising or falling.
Card required or not
The two kinds of trial are not comparable. When a card is required, fewer people start but a large share convert, because conversion is automatic unless they cancel. Without a card, many more start and only a small share ever pay.
Compare them on paying subscribers gained per visitor, and on how long those subscribers stay, not on the conversion rate alone.
What raises trial conversion
- A good first session: a clear recommendation of what to watch first
- Getting the app onto the viewer's television during the trial
- A reason to return: new episodes landing within the trial period
- A reminder before the charge, which also reduces refunds
- A trial length that matches the time needed to form a habit
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