CONTENT ABOUT Marketing , Digital Transformation .
Did you know that providing a trial on your website can significantly increase conversion rates?
Or better: did you know that having this feature saves you from losing money?
For those who sell services – especially companies that sell software – and even products, this is an alternative that needs to be considered right away.
After all, you want to attract customers and show in the most educational way how your solution works, right?
So, nothing better than giving this experience to your users.
But, after all, what is a trial? How does it work?
There are many doubts about this feature, its advantages and how it can be applied in organizations.
We talk about that in this article from now on.
By the end of it, we hope you have not only understood concepts and applications, but also whether it makes sense to apply them in your business.
We will see?
Right! Now tell me, what is trial?
Maybe you’ve already done a trial and it went unnoticed by you.
This is nothing more than testing a product or service for a specified period of time.
It is a very valid and common feature in saas (Software as a Service) and it is almost always free.
Your goal is simple. And more than one.
It makes your website visitor become a lead in a more practical way.
It also serves to give the customer an experience with the solution. Awaken the desire to buy and create a sense of urgency – after all, it is limited.
Limited not only in time but, generally speaking, in available resources. MRR companies often do this as well.
Having several plans that are marketed, they leave intermediate subscriptions to the trial, blocking the advanced features. These, of course, are for subscribers only.
Free trial or plan: which should I provide?
This is a question that may arise at times within business management. Especially at the time of strategic planning.
The answer is not definitive as it will depend a lot on what you sell.
But, let’s think about this.
Let’s say you sell software and have several different plans – from the most basic to enterprise.
Then you have two options:
- Make the most basic plan free of charge for those who access your site and register;
- Offer an intermediate plan – or even an advanced plan – for a short period (7, 10, 15 days);
That said, answer to yourself:
Which of the two options will be more profitable for the company?
Either way, the focus on customer success needs to be total.
The first is to make him understand that the tool is worth it and that the current, limited plan does not give him all the solution he needs.
But what if the basic plan – which is free – has what it needs? Will the migration to a paid plan take place?
The second will give the customer a much more complete experience – provided, of course, you show them best practices.
And, with a sense of urgency from a positive experience, you can awaken in him the need to become a client.
Think about it and see what makes the most sense for your business.
I understood! And how best to create a free trial?
Among the doubts surrounding the trial concept, one of them is how to apply it in the best way.
By now you should have something clear in your head: this period must be free.
It is a short period of time for the customer to have the maximum experience with the product/service and the brand.
To help you in this mission, we’ve separated 3 steps to create a free trial that is good for both the company and the propect.
1 – Set a duration period
One of the first steps to make the trial effective is to determine the duration of the trial.
The period needs to be long enough to demonstrate the value of what you sell.
And that only you can answer. If it’s a product, maybe it doesn’t need as much testing time.
But if it’s a service, a software for example, you need to configure it before using it. It makes sense to give the lead more time, doesn’t it?
Debate internally about this period. It is an important p and cannot be done anyway.
Allowing too much time for testing can lead to customer delays.
Make him stop using the service during the trial period. After all, he’ll have plenty of time to experiment and there’s no need to rush.
Therefore, although there is no closed formula, periods longer than 15 days can make the solution uninteresting for those who are testing.
2 – Invest in good CTAs
The trial is a great way to turn your website visitor into a lead – and you already know it.
So, it’s time to invest in good CTAs (Call To Action). Attractive, visible and of course multiple.
Leave it, for example, at the top of your website. Thus, the possibility of the trial will accompany all the pages visited.
Put more buttons along your page, especially in the section where you present plans, features, benefits, etc.
You show your value and make available, all the time, the possibility of what you sell to be tested.
But, of course, don’t overdo it. You don’t need every module to put a CTA. Nor do you insist on the same phrase to seek conversion.
Rather than having a positive effect, it may repel those who visit your site.
Nobody likes to feel that they are “pushing” something, right?
3 – Create a good form for conversion
After clicking on your CTA, the visitor will be taken to a form to become a lead.
It is through it that you can define the next steps in the sales process.
A very long form, with too many questions, can increase the bounce rate.
At the same time you can’t help but question essentials. After all, you need to know if this person fits the ideal customer profile for your business.
Ask only what is necessary in terms of contact and also characteristics of this lead.
If you think about B2B sales , it makes sense to ask: name, email, telephone, company name and segment of activity.
More than that can be negative and bring a bigger rejection to your form.
But of course: if it’s relevant to add other items, do it 0. You need quality leads – not just quantity.
How should my team act during the trial?
It is not because the visitor has converted his/her trial that the service is done. That the sale will take place automatically after the end of this period.
It is essential and essential to be proactive at this time!
Get the sales team to talk to marketing.
Determine some important actions, such as:
- email automation flow;
- sales funnel steps ;
- educational content.
The aim is to generate value for the lead from the moment it converted.
So relate to him. Address it initially, by email, thanking you for your interest in what you sell.
Don’t exaggerate the amount of emails. But go on delivering content that shows the importance of your product or service.
Share success stories throughout this relationship with the customer.
Show how your company has practically helped other users to fix their problems and grow.
Put the pre-sale to act
Once that’s done, it’s time to start qualifying this lead. The SDR should approach, preferably via telephone, this person.
It is time to ask how the experience with the tool is going. If there is any doubt about the operation.
Asking about the main demands, needs that the person has, trying to understand why to test your solution.
Keep sharing content. Videos that show the features and how to use them.
Remember: the intention is to make the person safe, confident to buy.
If necessary, call again to arrange a demo schedule with the seller. This, of course, for those who have the inside sales model.
And so, having created value all the time during the buyer’s journey, it will be much easier to turn the trial into a sale.
Therefore, structure the processes well. Analysis. Review. Discuss and always leave everything as “rounded” as possible.
Always within the company’s mission, vision and values. This is non-negotiable.
Make good content and focus on what really matters: the buyer persona of your business.
So, how can we help you?
If you are unsure how to do a trial for your business: TALK TO A CONSULTANT .
Enjoy and read two articles that can help you convert visitors into leads.
The first text talks about how to attract customers to your business.
Then apply cohort analysis to retain customers within your company.