- A 14-day free trial is often too short for customers to integrate a complex API like Keygen, leading to low conversion.
- Offering free trial extensions, especially with a credit card requirement, initially increased conversion rates but manual extensions later showed no harm without a card.
- Time-to-convert (TTC) is the key metric measuring days from sign-up to first payment; Keygen's median TTC is 41 days, far exceeding the 14-day trial.
- A mismatch between trial length and TTC forces customers to delay or abandon integration, causing lost leads.
- Switching to an unlimited free tier increased overall sign-ups and paid conversions without manual effort, solving the TTC gap.