A/B Test Idea: Test how requiring credit cards affect your free trial conversions

Requiring credit card details adds quite a bit of friction if you’re selling a SaaS or subscription production, especially if you have a free tier for your users to get a sense of your product without having to pay right away.

Offering a free trial allows you to show the benefits of your product without making customers pay, therefore removing the obstacle raised by the “pain of paying”.

By offering a free trial, you allow your future customers a glimpse of what your product actually does and whether or not it helps solve their pain points.

Forcing your free trial users to enter their credit card can also work against your conversions, because of an automatic distaste for having to enter their sensitive financial information. This is even more pronounced with an unknown brand (you) that they’re interacting with for the first time.

Why we think this is a Good A/B Test:

Your free trial users will likely make a purchase if your product fulfills it’s promise on the problem you’re helping solve after they’ve tried your product. Outside of experimenting on whether or not requiring a credit card upon signing up for the trial, you can require other fields such as work email, phone number and size of company for instance.