How to Use Free Trial to Paid Target
Divides target revenue by ARPU to get required paid users, then by trial signups to get required conversion rate. Reports payback months, LTV/CAC, and ±10% signup sensitivity.
What It Does
Use the calculator with intent
Divides target revenue by ARPU to get required paid users, then by trial signups to get required conversion rate. Reports payback months, LTV/CAC, and ±10% signup sensitivity.
SaaS growth teams setting onboarding funnel goals and product managers prioritising conversion experiments.
Interpreting Results
OpenView puts B2B SaaS trial-to-paid at 5 to 15%. Required rates above that mean the cheaper levers are usually pricing or signup volume, not conversion experiments.
Input Steps
Field by field
- 1
Monthly
Monthly revenue this funnel needs to deliver.
- 2
Average
Average paid revenue per user per month.
- 3
Current
Current monthly volume entering the trial.
- 4
Marketing
Marketing cost per trial signup. Drives payback.
- 5
Step 5
Steady-state monthly churn. Lower churn shortens payback substantially.
Common Scenarios
Use realistic starting points
Premium SaaS
ARPU / month
199
Required conversion under 10% even with modest signup volume.
Consumer app
ARPU / month
9.99
Required conversion can exceed 20% — verify against benchmark.
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FAQ
Questions people ask next
The short answers readers usually want after the first pass.
Sources & References
- OpenView SaaS Benchmarks 2024 — OpenView Partners
- Gainsight retention benchmarks — Gainsight
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