Free trial or paid pilot: the right choice for your first customers

Early on, it's tempting to offer a free trial to remove friction. Sometimes that's right, often it isn't. It depends on what you sell and what you're trying to learn.

What a free trial gives you

• Lots of sign-ups, fast.
• A low barrier for software that's easy to pick up.

But also low-commitment users who test without really trying. And you learn poorly: a free "yes" doesn't tell you whether someone would pay.

What a paid pilot gives you

A pilot is a short, paid version of your offer: four weeks, a narrower scope, a lower price than the full offer.

• The customer really commits, so they really use it.
• You know right away whether the problem is worth money.
• The pilot naturally turns into the full offer.

How to choose

• Self-serve software, quick to learn: a short free trial (7 to 14 days), with a first visible result on day one.
• Service or coaching: paid pilot.
• Expensive product or team decision: paid pilot with written goals from the start.

The guarantee, a third option

"If you don't get this result in 30 days, I'll refund you." It keeps the commitment of paying and removes the perceived risk. Set a measurable result, not vague satisfaction.

The number to track

For a trial: the share of trials that convert to paid. For a pilot: the share of pilots that move to the full offer. Below 30%, rethink the first result you promise.