A new look at free-to-paid conversion
Analysis of 200 SaaS and AI products reveals that free-to-paid conversion rates vary dramatically (10x difference between top and bottom performers), with median conversion at 8%, and that credit-card-required trials and ungated freemium experiences outperform traditional models when considering the full conversion funnel from visitor to paying customer.
Metrics in this report
43percent
Among AI-native products, share using free trial as primary entry point
51percent
Among AI-SaaS hybrid products, share using free trial as primary entry point
20percent
Share of free trial products requiring upfront credit card
80percent
Share of free trial products with human touchpoints for enterprise users
80percent
Share of free trial products not requiring upfront credit card
57percent
Share of 200 surveyed products using free trial as primary entry point
62percent
Most common trial duration among free trial products
8percent
median
All self-serve SaaS and AI products, 200-company survey, 6-month conversion window
6-8percent
50th percentile
AI-native and AI-plus-SaaS hybrid products
15-20percent
75th percentile
AI-native and AI-plus-SaaS hybrid products
6-10percent
50th percentile
B2B-focused products
15-20percent
75th percentile
B2B-focused products
5-7percent
50th percentile
B2C or hybrid B2B/B2C products
8-12percent
75th percentile
B2C or hybrid B2B/B2C products
25-35percent
50th percentile
Free trial products requiring upfront credit card
50-60percent
75th percentile
Free trial products requiring upfront credit card
4-6percent
50th percentile
Free trial products without credit card requirement
10-15percent
75th percentile
Free trial products without credit card requirement
3-5percent
50th percentile
Self-serve freemium products with regular signup
8-12percent
75th percentile
Self-serve freemium products with regular signup
7-9percent
50th percentile
Freemium products with ungated signup experience
8-12percent
75th percentile
Freemium products with ungated signup experience
4-6percent
50th percentile
Reverse trial products (premium features temporarily on free plan)
8-12percent
75th percentile
Reverse trial products (premium features temporarily on free plan)
5-7percent
50th percentile
Traditional SaaS products
12-16percent
75th percentile
Traditional SaaS products
70percent
Share of freemium products with human touchpoints for enterprise users
38percent
Share of freemium products allowing trial before account creation
26percent
Share of 200 surveyed products using freemium as primary entry point
61percent
Among SaaS-only products, share using free trial as primary entry point
4.5percent
Estimated conversion from website visitor to free signup for all free trial models
9percent
Estimated conversion from website visitor to free signup for all freemium models
3.5percent
Estimated conversion from website visitor to free signup for credit-card-required trials
7percent
Estimated conversion from website visitor to free signup for ungated freemium
3.6per 1000 visitors
Estimated number of paying customers from 1,000 website visitors for all free trial models
5per 1000 visitors
Estimated number of paying customers from 1,000 website visitors for all freemium models
10.5per 1000 visitors
Estimated number of paying customers from 1,000 website visitors for credit-card-required trials
5.6per 1000 visitors
Estimated number of paying customers from 1,000 website visitors for ungated freemium