How to use the free trial conversion calculator
The denominator is trial starts, not visitors or signups in general. Only people who actually began the trial belong there. Add paid conversions and you get the rate and the count that did not convert; add the monthly price and you also get new subscription revenue and expected revenue per trial start.
Expected revenue per trial start is computed as the rate shown × monthly price, so multiplying the number on screen yourself gives the same answer. It is a useful ceiling for what you can spend to create one trial start.
Conversion rate moves with card requirements, trial length and onboarding completion. Card-required and no-card trials produce different kinds of numbers and are hard to compare head to head. That is why this calculator uses no industry average and compares only against the target rate you enter.
Frequently asked questions
Card-required trials tend to have fewer starts and a higher conversion rate, while no-card trials have more starts and a lower rate. Comparing the two rates directly is misleading; expected revenue per trial start is the fairer comparison.
Including users whose trial has not ended pushes the rate below reality. Calculate on a cohort whose trial window has fully closed.