Is it time to stop offering free trials? Here’s why you should A/B test it

Subscription apps often grapple with the decision of whether to offer free trials as a strategy to convert potential users into paying subscribers. While the majority of apps provide free trials, a case study of a new app launched without this feature showed promising results. Initially, the app offered a simple paywall with a yearly subscription without a trial and a weekly subscription with a trial, achieving solid start and conversion rates. However, to stand out in a crowded market and enhance lifetime value (LTV), the app shifted to a pricing structure without free trials, introducing six tiers of subscriptions differing in features. This change effectively doubled the LTV per customer and allowed more efficient paid campaigns focused on direct purchases, despite a higher cost per acquisition. The strategy highlights that while free trials are prevalent, exploring alternatives like removing them can be worthwhile, especially when combined with improved marketing and user experience strategies to support growth and sustainability.