7-Day vs 14-Day Free Trial A/B Test

Trial-to-paid conversion rate

Measure paid starts among assigned trial users after each trial and the same post-trial follow-up window have matured; exclude immature cohorts.

• Activation rateReport activation at the same elapsed-day checkpoints and at the end of each trial.
• Time to first valueUse the same start and value events; report users who never reach the value event separately.
• Trial-to-paid conversion rateCompare paid starts among assigned trial users whose trial and follow-up period are complete.
• Three-month paid retentionCompare users who complete the same three-month window after their first paid start.

• Paid conversionCompare paid conversion after 7-day and 14-day trials.
• ActivationCompare how often users reach the predefined activation event.
• Time to valueMeasure time to the same first-value event in each arm.
• Trial usageReport active days and sessions while noting the different trial lengths.
• SegmentReview whether small and larger teams respond differently to trial length.

1. 1Do not change trial length during the experiment.
2. 2Do not end an account without notifying the user when the trial expires.
3. 3Do not change trial length and card requirements together.
4. 4Keep trial features and access the same across plans.
5. 5Review retention alongside paid conversion.