Trials

Converting trials into paying customers is one of the toughest challenges for any Shopify app. The Trials report puts all your trial data in one place, from live performance tracking to historical patterns, so you can spot opportunities, address issues, and turn more trials into happy customers.

What makes this report different

Most trial tracking just counts heads - how many trials started, how many converted. We go deeper by connecting trials directly to revenue impact. You’ll see exactly how trial performance affects your bottom line, get clear signals when trials need attention, and understand the real value of your trial pipeline.

Report components

Trial history

The left-hand visualization shows you whether your trial strategy is actually working:

Purple bars represent your wins - trials that turned into paying customers. The height shows you exactly how much revenue these conversions brought in.
Gray bars track the ones that got away - canceled trials and their potential lost value. Understanding this helps you spot patterns and adjust your approach.
The trend line maps your conversion rate over time, helping you spot whether changes to your trial strategy are paying off.
Summary metrics give you the bottom line: your overall conversion rate plus the total value of both converted and canceled trials.

Active trials

The right-hand chart is your real-time pulse check on current trials:

Purple bars show you active trials and what they’re worth if they convert - essential for forecasting and planning.
Gray bars represent abandoned trials, helping you catch concerning patterns before they become trends.
The trend line tracks your retention rate - the percentage of trials still active and eligible for conversion.
Summary metrics tell you exactly what’s at stake: your potential revenue from active trials and the value of those you’ve already lost.

Customer timeline

Below the charts, you’ll find a detailed view of every trial in your system. This isn’t just a list - it’s your command center for trial management:

Customer details and contact info for quick outreach
Trial start and end dates so you know exactly when to check in
Plan details including billing frequency, normalized to monthly values for easy comparison
Status indicators that tell the whole story:
- Blue “On trial” shows who’s currently testing the waters
- Green “Paying” marks your success stories
- Yellow “Churned” flags trials abandoned before conversion - these need a different approach than…
- Red “Churned” which shows customers who converted but later left - valuable insight for product and support teams

Understanding your numbers

Trial performance metrics

Two key percentages tell different parts of your trial story:

Conversion Rate: Your historical win rate - how many trials have turned into paying customers over time. This is your baseline for measuring improvements.
Retention Rate: Your current potential - how many active trials could still convert. When trials get abandoned, they drop from this pool, giving you a realistic view of your opportunity.

Status tracking

Each status tells you something important about your customer journey:

Blue trials are your active opportunities - these are the ones you can still influence
Green status means mission accomplished - but keep an eye on these customers to ensure they stay happy
Yellow churns point to early-stage issues - maybe onboarding needs work, or your trial period needs adjustment
Red churns suggest deeper product or market fit challenges - these customers tried your product and decided it wasn’t for them

Making the most of this report

Monitor active trials

Stay on top of your trial pipeline - it’s not just about watching numbers, it’s about taking action:

Spot trials approaching their end date and reach out before it’s too late
Identify at-risk trials by watching for signs of low engagement
Track potential revenue to help with forecasting and resource planning
Use the customer lookup to quickly respond to support requests or check on specific accounts

Optimize trial strategy

Use your historical data to make smarter decisions:

Look for patterns in successful conversions - what do your winners have in common?
Track how changes to your trial approach impact both conversion rates and revenue
Compare performance across different plans to optimize your pricing strategy
Calculate the real cost of churn by monitoring lost trial value

Pro tips

Level up your trial game with these tried-and-true strategies:

Create a funnel with a segment for trial customers - it’s the best way to track onboarding progress and spot bottlenecks
Build an outreach schedule based on trial end dates - timing is everything when it comes to conversion
Use status indicators to prioritize your team’s efforts - focus on trials you can still save
Keep an eye on both conversion rates and revenue impact - sometimes a lower conversion rate with higher-value customers is better for business

Need help turning more trials into customers? Our team’s here to help you make sense of your numbers and build a winning trial strategy.