Archive | January, 2012

Measure Loyalty to Increase Trial Conversions

While trials are a common mechanism for generating paying subscribers, trial conversion rates for most publishers are in the low single digits. The majority of users starting a trial do not have the budget or authority to convert into paying subscribers. Often times, the trial user is exploring or investigating, and most trial users become fence sitters whom without sales help don’t convert. Because the sales force doesn’t have the capacity to contact every trial user, focusing efforts on the right fence sitters becomes the key to increasing conversion rate and revenues. Research shows that focus on the most engaged trial users is the same as focusing on the right fence sitters and increases conversion rates by 100% or more. In […]