As a product manager, understanding why users are not upgrading to a paid plan is critical to driving growth and improving conversion rates, especially for a product-led growth model. There are a few primary reasons for not upgrading to a paid plan. Common barriers to trial to subscription conversion range from a lack of perceived value, installation issues, or even just difficulty using the product. A well-timed survey that asks users for feedback on their experience moving from the trial to paid plan provides critical insights to pinpoint the biggest barrier to upgrade.
Let’s say you are the product manager of a project management tool. You notice that there’s a significant drop off of users that are not upgrading to a paid plan after the trial period. You deploy a survey asking users why they are not upgrading, and you find that the majority of respondents don’t understand the benefits of switching to the premium plan versus sticking with the trial. Now, you can work with your team to clarify the features that come along with premium and the value that will provide customers once they upgrade. After making the premium features and associated benefits clearer, you deploy another survey and find that the percentage of users upgrading to a paid plan has significantly increased.
This survey is a valuable tool for product managers who want to improve trial-to-subscription conversion rates and strengthen their product-led growth strategy. By uncovering the reasons why users are not upgrading, you can identify clear pain points and come up with the right solutions for a better upgrade experience.
