For SaaS vendors, the Purpose of a Free Trial is to create a customer. Period.
If you don’t agree with that statement then you really won’t like pretty much everything else I’m going to say in this article.
Free Trials are not for tire-kicking freeloaders – and if that’s what you’re getting in your free trial, you may want to think about identifying your Ideal Customer Profile and getting them into your trial – because a Free Trial of a Premium product is not Freemium. It’s not a giveaway. It’s not a gift.
Those people who sign-up for your Free Trial are what we call Prospects (prospect is short for Prospective Customer) and you need to treat them that way. There is a lot of potential value stored in the prospects that signup for your Free Trial… and designed correctly, your Free Trial Strategy can unleash that value in several ways.
Let’s dive into those, shall we?