Trial Accounts

Category: Sales KPIs.

Trial Accounts refer to those customers that are interested and committed to your product. Of course, being interested and committed does not actually mean customers buying your products or your services.

However, a portion of these trial accounts will eventually lead to paying customers. Therefore, you have to keep track of and analyze these trial accounts so that you get to know the behavior of your customers.

Naturally, you don’t have to wait and see only the number of trial accounts that have led to paying customers – you have to be aware of the total number of trial accounts in order to determine whether your product or service works as intended; as in it sells.

If a trial account does not convert to a paying customer, then you have to try and find the reason for this and fix any problems that may potentially influence future trial accounts as well.

The Basics of Trial Accounts

When it comes to trial accounts, most businesses will get excited when faced with a high number of these. However, even if the people behind these trial accounts are registered as users in your database, that doesn’t mean they actually use any of your products/ services.

Instead, what actually matters are the number of trial accounts that convert into paying customers at the end of the day. For example, if your business has registered 200 trial accounts today, you are still far from calling it successful.

If at the end of the day, only 10 of these trial accounts turn into paying customers, then you might want to go back to the drawing board and rethink some of your strategies. On the other hand, if, at the end of the day, over 150 trial accounts become paying customers, then you can say that your business is doing great.

In short, the number of Trial Accounts shows you how many people show interest in your product/ service. What comes after these Trial Accounts determines whether you should change something about your service/ product.

The Road Between Trial Accounts and Paying Customers

The Trial Accounts metric on itself doesn’t usually matter that much. As we mentioned, what matters is the paying customers you are left with at the end of the day. However, the same level of importance is attributed to what’s between these two.

For example, your service or product might be just perfect – but the trial account you offer your potential customer may not properly showcase it. Whatever the problem is, you can be sure that it lies on the road between Trial Accounts and Paying Customers.

Therefore, in a business that offers Trial Accounts, success is determined by the way in which it is showcased, marketed, and advertised in a trial account. You give your potential customer the chance to experience with your product/ service, but you must also make sure that what you give him or her is enough to turn them into a paying customer.

The Bottom Line

It’s important to remember that a trial account that does not convert is essentially advertising money that has been wasted. Therefore, the team behind your business must come up with an engaging and exciting free trial – or else, the money spent on advertising that has led the potential customers to your website/ business were in vain.

You don’t want to spend money on potential customers just to lose them – showcase your product/ service accordingly and you won’t have to worry about the number of Trial Accounts, but just about the number of Paying Customers.

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