Should we offer a free trial, a demo or both?
Self-serve buyers want to try it. Larger buyers want a conversation. Many products need both paths.
- Trial or demo?
- Can we offer both?
- Which converts better?
Offer a trial when users can see value without much setup and deals are small. Offer a demo when setup is complex, many people decide or deals are large. Many companies offer both: a trial for small teams and a demo for larger accounts, with sales stepping in when trial usage shows a serious buyer. Measure conversion by path.
How to choose
| Factor | Trial | Demo |
|---|---|---|
| Setup effort | Low | High |
| Deal size | Small | Large |
| Buyers | Users | Committees |
| Time to value | Minutes | Weeks |
How we look at it at ShoutEx
We build both paths and the usage signals that connect them. See product-led or sales-led growth.
- One path for every buyer.
- Trials with no help.
- Demos for tiny deals.
- No conversion data by path.
- Path by segment.
- Usage triggers sales.
- Clear trial goals.
- Conversion by path.
What operators and researchers say
Here is what operators say.
Community summaries describe recurring themes in public threads, not individual posts. Vendor pages describe vendor claims, so test them on your own calls.
Read next
Go deeper in the ShoutEx guides, or check the sources behind this answer.
We'll build both paths and connect them.
Book a call →Follow-up questions
What's a good trial conversion rate?
A common guideline is 15% to 20% of trials converting to paid. Card-required trials convert higher with fewer signups. What is a good free trial conversion rate?
How long should trials be?
Long enough for the user to reach first value, often 7 to 14 days. End the trial at a natural usage point, not an arbitrary calendar date.
Credit card up front?
Asking for a card up front usually means fewer signups and higher intent. No-card trials get more signups and a lower conversion rate. Test both if volume allows.