I think the opposite. The trial length is simply a proxy for how long it takes the prospect to actually have the meeting to make the decision. By making it 41 days instead of 14, prospects will sign up and then wait 35 days before logging in a second time to -maybe- trial it. I'll get to that later.
That said, any-day trials ain't gonna cut it.
It's not about the number of days, it's that a trial is offered at all.
Software customers these days (especially B2Bs) have an internal list of hurdles that prevent them from signing up at all. Methodically remove each hurdle, and at the end there is nothing left to do but buy, or ghost.
A trial is a hurdle to be jumped.
I would bet that the number of paying customers who actually -trialed the software- is 20%.
Why?
It takes time, effort, resources to set things up in order to trial them. To spend those resources means the purchase already needs to be approved.
TLDR saying that you offer a trial at all, for any length of time, is objection handling, not conversion optimization.
I'd bet you could say you offer a 3 day trial and see zero change to the funnel %s.
The story in the post also doesn't seem to address the problem (lowering TTC):
> paid sign ups also increased, with conversion rate staying steady, but now with no manual work.
That said, any-day trials ain't gonna cut it.
It's not about the number of days, it's that a trial is offered at all.
Software customers these days (especially B2Bs) have an internal list of hurdles that prevent them from signing up at all. Methodically remove each hurdle, and at the end there is nothing left to do but buy, or ghost.
A trial is a hurdle to be jumped.
I would bet that the number of paying customers who actually -trialed the software- is 20%.
Why?
It takes time, effort, resources to set things up in order to trial them. To spend those resources means the purchase already needs to be approved.
TLDR saying that you offer a trial at all, for any length of time, is objection handling, not conversion optimization.
I'd bet you could say you offer a 3 day trial and see zero change to the funnel %s.
The story in the post also doesn't seem to address the problem (lowering TTC):
> paid sign ups also increased, with conversion rate staying steady, but now with no manual work.
Ok, but did TTC (the problem) go down, or up?