Seven, fourteen or thirty day trial — what actually changed for you when you moved it?

We went from thirty to seven and both the things I expected to get worse got better, which I did not predict.

What actually happened:

Activation went up. With thirty days people intend to look at it properly later and later never arrives. With seven, they either do it now or they leave — and it turns out doing it now is the version where they succeed. Urgency is doing real work here, not manipulation.

Conversion rate went up, largely because of the above.

Support load went up, and this is the cost nobody warns you about. People who are actually trying, in a compressed window, ask questions. That was a good trade for us but it is real work and it arrives immediately.

Absolute signups dropped slightly. Some people bounce off a short trial. Almost all of them were in the never-activated group.

The thing I would do differently: change one thing. You already know this from your pricing-page mistake, and the temptation to bundle changes is enormous because each one is small. Give it four weeks with nothing else moving.

And measure the funnel, not the outcome — signups, activated, converted. Conversion alone cannot tell you whether a change helped people start or helped people decide, and those need completely different follow-ups.

Before choosing a number, measure the one thing that determines it: how long it takes a customer who converts to get their first useful result.

Go back through your converted customers and find, for each, the gap between signing up and doing the thing your product exists to do — the first report generated, the first integration connected, whatever it is. You will get a distribution, and it is almost always much tighter than people expect. Most of your converters did it in the first session or two.

That number sets the trial length, because the trial only has to be long enough for that plus one realistic delay — a weekend, a colleague's approval, a busy week.

What this usually reveals, and it will probably be your finding too: the people who did nothing were never going to. They did not run out of time; they never started. Extending the trial gives them more days in which to not start. That is why your move from fourteen to thirty did nothing you could see, and why it would have done nothing even if you had measured it cleanly.

Which reframes the question. The lever is not the length, it is the first session. If a large share of signups never reach the first useful result, no trial length fixes it, and that is where the conversion actually is.