Is a 14-day trial enough to convince you?

Lorna Gill Posted by Lorna Gill

The benefit of a trial run is that it will provide the answers to your needs: is it the right product for me? Will it fulfill my requirements? Are the benefits clear and quantifiable? Etc. etc. You want to try a new car, try it for a few days and return, switching from Windows to Mac? Try it for a few days and make the transition if all went well. Trials are best way to lure consumers out of their old habits and get them to commit to something new and exciting – without charging for it. The longer we stay on the trial period the easier it is to lock the new habit. At the same time, trials make us lazy, they make us ‘wait until it expires’ they make us think we still have time. But it always runs out.

Yes, FREE! always sounds exciting and gives a notion of ‘why not give it a try?. Since the launch of Adthena we have focused on giving the software as an experience, the experience of knowing everything about your digital competitors, finding out their patterns, knowing their habits and keeping ahead of them all with this knowledge. We are proud. We know that Adthena is the next generation of competitor intelligence software, our data, information and infrastructure is far superior to our competitors.

The amount of data Adthena provides makes us think that maybe we have given too much? Maybe the market is not ready for such detailed SEM competitor information. These conclusions were driven by our consumer’s comments like ‘the information in it is very daunting’ & ‘this is a lot to grasp’. Or maybe the information set is complicated and not as simple as we thought it would be.

Too much information in the digital world is never too much.

Yes that works when the product is still growing and you are trying to understand its strengths, fix the bugs, invent best ways to present it and grow as the demand of the product grows. But we had done our time and learnt enough from our past.

After a few months of 2 month’s free trial offers we established a few things:

1- The more you give free the harder it is for customers to sign and commit.

2- Consumers will always ask for more time to understand the product. 60 days sounds like a very long time until it expires.

3- We relied on them commit to the product then sending reminders about the expiration of the trial period.

4- The costs incurred during these free trials was not off-set by the conversion to a full subscription.

These factors made us cut the 2 month trial period to 1, focus on presentations and not give any extensions if the trial was expired. For one year we ran one month trials and converted our trials to subscriptions.

During the last year we learned that our product is not for the mass market, it focuses on the specialists in the field, who are very well versed in all-things-digital, understand stats, graphs and thus can take complete advantage of Adthena.

Having realised this it  now comes down to a question of ‘is it really necessary to have a 30 day trial?’’ If our customers understand what they are looking for from the product already, do they still need such a long time to decide if this product is useful for them? Answers to all these will cut down our costs dramatically and we can push for more demo requests to convert.

Having found the obvious answers to these patterns we thought to cut down the product testing or trial period days in half. 14 days we believe is long enough for a versed user to know if the product can benefit their digital campaigns. The ROI is not just the competitive advantage but a substantial increase in their campaigns’ CTR’s, Ad performance, keyword expansion and budget management.

We are always testing and improving the software and it is our mission to make Adthena the world’s most sought after Search Engine marketing (SEM) competitor analysis solution. If you still don’t know if Adthena is right for your business after 14 days free use, then it’s not for you!

About the author

Lorna Gill
Lorna Gill
Lorna is responsible for acquisition marketing at Adthena, communicating their award-winning product and generating demand. She has developed her career in fast-paced, start-up environments, including two tech track 100 companies and is passionate about translating technical information into stories that excite and delight.