Report · About 10 min read

A new look at free-to-paid conversion

Kyle Poyar · Growth Unhinged Free Intermediate

The 8 percent median and the full distribution across 200 B2B products, which tells you fast whether your filter is too loose or you have a different problem entirely.

• Across 200 B2B products, the median free-to-paid conversion over six months is 8 percent.
• There is a 10x gap between the top 20 percent of products and the bottom 20 percent.
• Products requiring an upfront credit card convert at about 30 percent, roughly 5x those that do not.
• Free trial is the primary entry point for 57 percent of products, and 62 percent of trials run 14 days.