(prescriptive input at the end) I work specifically on improving Trial-to-Paid and here are some pointers:
-> Most companies calculate their T2P churn incorrectly because they combine both the Right_Audience and the Wrong_Audience within the Trial.
-> Get rid of the Wrong_Audience with better customer acquisition Qualification (e.g. if I sell bats to bullies people will get hurt, if I sell bats to sports teams, well... chances are lower for misuses)
-> Get better conversions with the Right_Audience with an Orchestrated Trial
Most trials are just the product but free for a while. This leads to exactly the situation you describe.
An Orchestrated Trial focuses on reducing the Anxiety of your Right_Audience, so that they can decide easier to switch to paying. Full access to the product changes nothing in conversions, people already know what the product does from your description. The point is to reduce specific uncertainties and unblock the subscription decision.
(prescriptive) To do this, the Trial has to be Orchestrated around getting the Right_Audience to say "AHA! This actually does what I want." And if they have the money, the decision is straightforward. No need to give the access to what the solution does, that's for paying users.
-> Most companies calculate their T2P churn incorrectly because they combine both the Right_Audience and the Wrong_Audience within the Trial.
-> Get rid of the Wrong_Audience with better customer acquisition Qualification (e.g. if I sell bats to bullies people will get hurt, if I sell bats to sports teams, well... chances are lower for misuses)
-> Get better conversions with the Right_Audience with an Orchestrated Trial
Most trials are just the product but free for a while. This leads to exactly the situation you describe.
An Orchestrated Trial focuses on reducing the Anxiety of your Right_Audience, so that they can decide easier to switch to paying. Full access to the product changes nothing in conversions, people already know what the product does from your description. The point is to reduce specific uncertainties and unblock the subscription decision.
(prescriptive) To do this, the Trial has to be Orchestrated around getting the Right_Audience to say "AHA! This actually does what I want." And if they have the money, the decision is straightforward. No need to give the access to what the solution does, that's for paying users.
Let me know if I can help