Aakash Gupta

Only 3 of the top 50 consumer software products use reverse trials. The other 47 are missing out.
 
 (Those 3 companies? Masterclass, Skillshare, and Spotify.)
 
 I was stunned when I ran the numbers on companies from Audible to Uber. Only 6%? 
 
 B2B has caught on faster. And 'caught on' is the right term. Because the data shows reverse trials work:
 
 → I took the midpoint of consumer cos who do share conversions (only a third, so small sample).
 → While the freemium, trial, and combined ended up ~10%, reverse trials came in at ~14.5%.
 → That matches up strikingly close to what OpenView in its B2B benchmarks.
 
 So clearly—B2B or B2C—you can significantly increase paid conversion with this model.
 
 Reverse trials leverage the psychological phenomena of loss aversion. People treat losses more seriously than gains. And the loss of premium hurts. 
 
 A single taste of premium functionality can leave you yearning for more.
 
 So I expect more companies to adopt reverse trials. It's not just free trial or freemium in 2024. 
 
 5 years from now, that 6% will likely be 24%+.
 
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 To catch the full study of all 50 companies, check out the deep dive.
 
 I go much further on how to succeed with reverse trials there: https://lnkd.in/eB9rBJQH