Gartner Research

Market Trends: Gain Greater Impact From Free Trial Promos

Published: 18 May 2018

ID: G00355762

Analyst(s): Carrie Cowan

Summary

Offering more time does not necessarily give free trial offers more velocity in free-to-paid conversions. Technology product marketing leaders at consumer digital entertainment content providers should start tuning their trials to promote the experience, not just the content.

Table Of Contents

Market Trend

  • Market Strategy Trends
    • Time Has Become Too Much of a Commodity
    • Approach a Trial Not Just as a Content Sampling Tool, but as an Onboarding Opportunity
    • Don't Miss Out on Opportunities to Personalize Right From the Start
    • Get Creative With Referrals and Limited-Time Offers That Drive Longer Paid Subscriptions
    • Consumer Backlash Against Providing Credit Card Information for Trial Sign-Ups Is Growing

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