Trials are a powerful way to let customers try before they buy, giving you a chance to demonstrate your product's value before paying. They also give you a source of high-intent leads, with the option to require payment details to capture more serious leads.
Paddle gives you full control over the trial experience and lifecycle, with comprehensive management available using the API, SDKs, and dashboard.
Let customers experience value before committing, reducing initial barriers to purchase.
Optionally capture payment details to qualify customers and convert more predictably.
Extend, activate early, and make changes during trials to match your billing strategy.
Paddle Checkout presents customers with compliant trial workflows based on customer jurisdiction.
Choose card-required or cardless, and free or paid, to match your conversion strategy.
Reduce the number of billing-related requests by letting customers try before they buy.
How it works
Trials are a version of your app that customers can access for free for a limited time. They might also include other limitations, like offering a subset of features or a limited number of users. They're typically used for subscriptions, but you might use them for one-time apps too.
By showing a potential customer that your product fits their needs, trials create trust in your offering and reduce reluctance to pay, boosting your conversion rate in the process. They also increase customer satisfaction, since customers are more likely to be happy with a product they've tried and found to be a good fit for their needs.
Trial types
Flexible trials let you optimize conversion across different customer segments. Some customers prefer to try before providing payment details, while others are ready to commit upfront.
There are three kinds of trials:
Free trials
Customers enter payment details at signup but aren't charged until the trial ends.
Works well for
Qualifying higher-intent leads and enabling automatic conversion.
Keep in mind
You'll typically see a lower signup rate, as customers may be hesitant to enter payment details.
Integration process
Create a price with a trial period, then pass to Paddle Checkout.
Paid trials
Customers pay a reduced amount for the trial period, then the full price when the trial ends.
Works well for
Qualifying high-intent buyers, reducing trial abuse, and improving renewal conversion.
Keep in mind
A real charge is made at signup, so your refund rate may be higher.
Integration process
Create a price with a trial period price, then pass to Paddle Checkout.
Cardless trials
Customers start the trial without entering payment details. Cardless trials are always free.
Works well for
Removing the biggest barrier to signup, getting more leads in the door.
Keep in mind
You'll typically see a lower conversion rate, since customers haven't committed to paying.
Integration process
Use the API to create a transaction for a subscription with a trial period, then collect payment later.
"Card-required" and "cardless" are commonly used terms for these trial types in the SaaS and app space, but customers aren't limited to cards. They can use digital wallets or local payment options for subscriptions, too.
For a paid trial, the trial price and the recurring base price share the same price_id. Paddle charges the trial price for the trial period, then bills the base price when the trial ends. To set this up, see Create a trial.
Trial lifecycle
You have complete control over the trial lifecycle in Paddle. You can:
- Let customers upgrade or downgrade during trials to match their needs.
- Extend trials to give customers more time to experience value.
- Activate early to realize value from customers when they're ready to pay.
- Add one-time charges during trials and bill them at the end of the trial period.
Webhooks occur throughout the trial lifecycle, so you can keep your app in sync with Paddle.
Customer journey
Customers sign up and enter payment details
Pass items with a trial period to Paddle.js to open a checkout for them. Customers securely enter payment details and start their trial.
Paddle Checkout handles compliance for you, making sure that the signup workflow is compliant with card network rules and evolving international legislation around trials.
Paddle automatically creates a subscription
Paddle automatically creates a subscription for the customer when the checkout transaction is completed, ready for you to provision.
The payment method the customer used is held on file for renewals or subscription changes.
Paddle sends an email about the trial ending
When the trial period is getting close to ending, Paddle sends an email to the customer to remind them that the trial is ending.
The email includes a link to the customer portal, where customers can manage their payment method.
Customer converts to paying
When the trial period ends, Paddle automatically charges the payment method on file and transitions the subscription to active status.
Create a transaction using the API
Use the Paddle API to create a transaction for a customer with a list of items that have a trial period, but don't require payment details.
Since the transaction doesn't require payment details, it's automatically completed.
Paddle creates a subscription
Paddle automatically creates a subscription for the customer when the transaction is completed, ready for you to provision.
There's no payment method on file for the customer at this point.
You email the customer about the trial ending
To improve conversion rates, you can email the customer about the trial ending. You should include a link to your payment workflow, where customers can enter their payment method.
Customer enters your payment workflow
Before the end of the trial period, customers enter your payment workflow to enter their payment details. Payment workflows are powered by Paddle.js, which handles securely capturing card details or payment using another payment method.
Customer converts to paying
When the trial period ends, Paddle automatically charges the payment method on file and transitions the subscription to active status.