metric_category: conversion

claim: ChartMogul, Growth Unhinged and ProductLed analyzed conversion data from 200 B2B software products for the 2026 SaaS Conversion Report.

source_title: The SaaS Conversion Report: A new look at free-to-paid conversion

source_quality: strong

methodology: Survey conducted in January 2026 with 200 B2B software products.

caveat: Survey benchmark, not platform telemetry.


claim: The ChartMogul conversion survey defined free-to-paid conversion as the percentage of leads or free signups that become paying customers within six months.

methodology: Definition reported in the survey methodology.

caveat: Other tools may define trial-to-paid by a fixed trial window instead of six-month conversion.


claim: The typical respondent in the ChartMogul conversion survey had $1M to $10M ARR, $50 to $249 average revenue per customer per month, and 25% to 50% year-on-year growth.

methodology: Respondent profile reported in the source.

caveat: Representative of surveyed software products, not all SaaS companies.


claim: In the ChartMogul conversion survey, 57% of products used a free trial as the primary landing point for new customers, compared with 26% using freemium.

methodology: Survey of 200 B2B software products.

caveat: Primary landing point, not total availability of trials or free plans.


claim: The ChartMogul conversion survey found 7% of products used a reverse trial, 7% used an interactive demo, and 4% used a paid trial as the primary way new customers started using the product.

caveat: Small shares; reverse trial comparisons may have limited sample sizes.


claim: SaaS products in the ChartMogul conversion survey used free trials as the primary landing point 61% of the time, versus 51% for SaaS/AI hybrid products and 43% for AI-native products.

methodology: Product-type segmentation in the survey.

caveat: AI-native sample was smaller than mostly SaaS sample.


claim: Among free trial products in the ChartMogul conversion survey, 20% required users to provide a credit card upfront and 80% did not.

methodology: Free trial subset from the 200-product survey.

caveat: Applies to surveyed free trial products.


claim: The most common free trial length in the ChartMogul conversion survey was 14 days at 62% of products, followed by 7 days at 14% and 30 days at 14%.

caveat: Trial length is reported by product, not weighted by signup volume.


metric_category: revenue

claim: ChartMogul reported that 80% of free trial products have human touchpoints when an enterprise user enters the trial.

methodology: Survey response about enterprise user self-serve touchpoints.

caveat: Enterprise-user behavior, not necessarily SMB trial behavior.


metric_category: benchmark

claim: ChartMogul reported that 38% of freemium products let users try the product before creating an account.

methodology: Freemium subset from the 200-product survey.

caveat: Applies only to freemium products in the survey.


claim: ChartMogul reported that 70% of freemium products have human touchpoints when an enterprise user self-serves.

caveat: Enterprise-user behavior, not necessarily SMB freemium behavior.


claim: The median free-to-paid conversion rate across all products in the ChartMogul conversion survey was 8%.

caveat: Median across products; few products have exactly an 8% conversion rate.


claim: ChartMogul reported a 10x conversion difference between the top 20% and bottom 20% of self-serve products.

methodology: Distribution of conversion rates in the survey.

caveat: Top/bottom 20% comparison, not a specific conversion-rate threshold.


claim: Among free trial products in the ChartMogul conversion survey, 20% had free-to-paid conversion below 2.5%.

caveat: Conversion definition is within six months.


claim: Among free trial products in the ChartMogul conversion survey, about 30% had free-to-paid conversion between 2.5% and 7.5%.

caveat: Approximate share as reported by ChartMogul.


claim: Among free trial products in the ChartMogul conversion survey, roughly 23% had free-to-paid conversion higher than 25%.


claim: Among freemium products in the ChartMogul conversion survey, 25% had free-to-paid conversion below 2.5%.


claim: Among freemium products in the ChartMogul conversion survey, 29% had free-to-paid conversion between 2.5% and 7.5%.


claim: Among freemium products in the ChartMogul conversion survey, 25% had free-to-paid conversion between 10% and 15%.


claim: ChartMogul said it is rare to see free-to-paid conversion above 15%, let alone 25%.

methodology: Interpretation of the 200-product survey distribution.

caveat: Statement refers to the surveyed self-serve product set.


claim: ChartMogul said a good conversion rate for a freemium self-serve product is 3% to 5%, while 8% to 12% is great.

methodology: Good and great bands from the survey report.

caveat: Benchmark bands are product-level survey bands, not signup-volume weighted.


claim: ChartMogul said a good conversion rate for an ungated freemium experience is 7% to 9%.

methodology: Good conversion band from the survey report.

caveat: Ungated freemium lets users experience the product before creating an account.


claim: ChartMogul said products that lead with a free trial have a good conversion band of 4% to 6% and a great conversion band of 10% to 15%.

caveat: Free trial performance should be read together with signup rate.


claim: ChartMogul said reverse trials have a good conversion band of 4% to 6% and a great conversion band of 8% to 12%.

caveat: ChartMogul notes the reverse-trial sample size was relatively small and the difference was not statistically significant.


claim: ChartMogul said free trials requiring a credit card have a good conversion band of 25% to 35% and a great conversion band of 50% to 60%.

caveat: Credit-card requirements can reduce signup volume, so conversion rate alone can mislead.


claim: ChartMogul said AI-native and AI/SaaS hybrid products have a good conversion band of 6% to 8% and a great conversion band of 15% to 20%.

methodology: Product-type segmentation in the survey report.

caveat: AI-native products are more likely to be freemium, so product mix affects comparison.


claim: ChartMogul's per-1,000-visitor model showed freemium products getting 90 free signups and 5 paying customers.

methodology: ChartMogul model combining signup rates and free-to-paid conversion per 1,000 visitors.

caveat: Modeled funnel from survey medians, not a universal funnel.


claim: ChartMogul's per-1,000-visitor model showed free trial products getting 45 free signups and 3.6 paying customers.


claim: ChartMogul's per-1,000-visitor model showed ungated freemium experiences getting 70 free signups and 5.6 paying customers.


claim: ChartMogul's per-1,000-visitor model showed credit-card-required trials getting 35 free signups and 10.5 paying customers.

caveat: Modeled funnel from survey medians, not a universal funnel; credit-card friction can reduce signup volume.


claim: ChartMogul said a 1 percentage point improvement in free-to-paid conversion equates to roughly a 15% increase in new revenue per trial.

source_title: The SaaS Conversion Report: What's working to improve free-to-paid conversion

methodology: Follow-up analysis from the 200-product survey.

caveat: Revenue impact depends on baseline conversion rate and ARPU.


claim: In ChartMogul's follow-up conversion report, 43% of survey participants improved free-to-paid conversion over the previous 12 months.

methodology: Survey of 200 software products conducted in January 2026.

caveat: Self-reported conversion trend.


claim: ChartMogul said about one-third of survey participants improved free-to-paid conversion by 10% to 25%, while one in ten improved conversion by 25% or more.

caveat: Self-reported improvement bands.


claim: ChartMogul said product activation is owned by product teams 49% of the time, while free-to-paid conversion is usually owned by sales at 28% or growth at 26%.

methodology: Survey ownership question from the follow-up report.

caveat: Ownership by strategic accountability, not necessarily execution owner.


claim: ChartMogul reported that the four most cited impactful tools for measuring or improving conversion were Mixpanel, Amplitude, Google Analytics and ChartMogul.

methodology: Tool-ranking question from the follow-up report.

caveat: Cited tools, not measured causal impact.


claim: ChartMogul reported that the four most cited must-try conversion tools were PostHog, HubSpot, Clay and Statsig.

caveat: Cited interest, not measured causal impact.


claim: One ChartMogul survey participant said adding a dual CTA for freemium or a 14-day credit-card-required premium trial improved premium trial creation by 26%.

methodology: Reported growth experiment in the follow-up report.

caveat: Single survey example, not a benchmark average.


claim: ChartMogul said 69% of freemium products have human touchpoints when an enterprise user self-serves, usually account executive at 28% or sales-assist at 22%.

methodology: Enterprise self-serve touchpoint question from the follow-up report.

caveat: Enterprise self-serve context only.


claim: ChartMogul said 80% of free trial products have human touchpoints for enterprise users, frequently led by customer success at 33% or sales-assist at 18%.


claim: In a SafetyCulture example cited by ChartMogul, 500,000 free signups per year created a sales-prioritization problem that an AI inbound BDR improved with 3x meeting bookings and 2x opportunities created.

methodology: Case example cited in the follow-up report.

caveat: Case example, not a general benchmark.


claim: ChartMogul's SaaS Go-To-Market Report analyzed how 2,500 SaaS companies acquire and convert customers.

source_title: The SaaS Go-To-Market Report

methodology: Anonymized and aggregated ChartMogul data enriched with AI segmentation.

caveat: ChartMogul dataset, not a full-market census.


claim: ChartMogul reported that trial-to-paid conversions in SaaS peak in week 1 and most conversions happen around day 7.

methodology: Trial-to-paid conversion timing analysis in the GTM report.

caveat: Timing pattern from ChartMogul dataset.


claim: ChartMogul reported that B2C companies had much higher 7-day conversion rates than B2B, with an example of 16% versus 2.5%.

methodology: B2B/B2C timing comparison in the GTM report.

caveat: Seven-day conversion comparison, not total eventual free-to-paid conversion.


claim: ChartMogul reported that most conversions happen within 7 days for both sales-led and product-led companies.

methodology: PLG/SLG conversion timing comparison in the GTM report.

caveat: PLG and SLG can complement each other; this is not an endorsement of one motion.


claim: ChartMogul reported that sales cycles stretch beyond 30 days for nearly half of high-ASP SaaS companies.

methodology: Sales cycle by ASP analysis in the GTM report.

caveat: High-ASP SaaS companies differ materially from low-ASP self-serve trials.


claim: ChartMogul reported that nearly half of companies with less than $25 ASP close within 7 days, while pricing at $250 to $500 stretches sales cycle length to 30 days and beyond.

caveat: ASP segmentations exclude companies below $300K ARR.


claim: At lower price points below $100 ASP, ChartMogul found only 17% of companies see faster sales cycles with discounts, while 34% see slower sales cycles.

methodology: Discounted versus non-discounted sales-cycle comparison in the GTM report.

caveat: Discount impact is segmented by ASP and varies by ICP.


metric_category: ratio

claim: In the $500 to $1,000 ASP range, ChartMogul found 56% of companies report slower sales cycles with discounts while 23% see acceleration.


claim: ChartMogul's GTM report benchmark data ranges from Q1 2024 to Q1 2025.

methodology: Methodology note from the GTM report.

caveat: Data range differs from the January 2026 survey in the Conversion Report.


claim: ChartMogul's GTM report excludes companies below $300K ARR from ASP segmentations.

caveat: ASP segment benchmarks should not be applied to very early-stage companies without caution.


claim: ChartMogul documentation defines trial-to-paid conversion rate as the percentage of customers who start a trial and subsequently become paying subscribers.

source_title: Chart: Trial-to-Paid Conversions

methodology: ChartMogul help-center definition.

caveat: Definition page, not the main benchmark source.


claim: ChartMogul documentation says only customers with a Trial started at date contribute to the Trial-to-Paid Conversions chart.

methodology: ChartMogul help-center chart note.

caveat: Product implementation detail.


claim: ChartMogul documentation says trial-to-paid conversion can change retroactively because a cohort can subscribe after the original report interval.

caveat: Important for cohort-window comparisons.


claim: First Page Sage says its SaaS freemium conversion report uses data gathered between 2021 and 2025 from 80+ SaaS clients offering freemium products.

source_title: SaaS Freemium Conversion Rates: 2026 Report

source_quality: medium

methodology: Agency/client dataset from 80+ SaaS clients.

caveat: Client dataset, not independent full-market benchmark.


claim: First Page Sage reports traditional freemium visitor-to-freemium conversion at 13.7% and freemium-to-paid conversion at 3.7%.

caveat: Use as directional freemium benchmark.


claim: First Page Sage reports land-and-expand freemium visitor-to-freemium conversion at 14.5% and freemium-to-paid conversion at 3.0%.


claim: First Page Sage reports freeware 2.0 visitor-to-freemium conversion at 13.2% and freemium-to-paid conversion at 3.3%.


claim: First Page Sage reports opt-in free trials at 7.8% visitor-to-free-trial conversion and 17.8% free-trial-to-paid conversion.

caveat: Use as directional comparison to opt-out trials; source typo says Free Trail.


claim: First Page Sage reports opt-out free trials at 2.4% visitor-to-free-trial conversion and 49.9% free-trial-to-paid conversion.

caveat: Use as directional comparison to opt-in trials; source typo says Free Trail.


claim: First Page Sage reports RegTech freemium-to-paid conversion at 5.8%, Legal/LegalTech at 5.7%, ERP at 4.8%, and Education/EdTech at 2.6%.

caveat: Industry-level freemium benchmark from a client dataset.


claim: 1Capture says its 2025 free trial benchmark analyzed 10,000+ SaaS companies and 2.5 million trial users, combining data from 1Capture, OpenView, ProfitWell and ChartMogul.

source_title: Free Trial Conversion Benchmarks 2025: The Definitive Guide

methodology: Vendor-published benchmark with mixed proprietary and third-party data.

caveat: Methodology is not as transparent as ChartMogul's report; use with explicit caveat.


claim: 1Capture reports a 2025 median B2B SaaS trial-to-paid conversion rate of 18.5%, top-quartile performance of 35% to 45%, and elite performance of 60%+.

caveat: Different methodology and definition from ChartMogul's 8% free-to-paid median.


claim: 1Capture's global benchmark table reports bottom-quartile trial-to-paid conversion at 8% to 12%, median at 18.5%, top quartile at 35% to 45%, top 10% at 55% to 60%, and elite top 1% at 70%+.

caveat: Use for directional segmentation; not directly comparable to ChartMogul survey median.


metric_category: activation

claim: 1Capture reports median activation rate at 52%, top-quartile activation at 65% to 75%, top-10% activation at 80% to 85%, and elite activation at 90%+.

caveat: Activation definition depends on product-specific key action.


claim: 1Capture reports median time to first value at 22 minutes, top-quartile time to first value at 8 to 12 minutes, top-10% at under 5 minutes, and elite at under 2 minutes.

caveat: Time-to-value definition varies by product category.


claim: 1Capture reports that trial conversion decreases with ACV, from 22% median conversion for ACV below $500 to 5% median conversion for ACV above $100K.

caveat: ACV segmentation is useful directionally; high-ACV buying processes often require sales assistance.


claim: 1Capture reports no-card-required trials at 68% of SaaS usage, baseline trial starts, 18% median conversion, and 35% top-quartile conversion.

caveat: Vendor-published model; compare with ChartMogul's lower free-to-paid median.


claim: 1Capture reports card-required upfront trials at 12% of SaaS usage, 65% lower trial-start volume, 25% median conversion, and 42% top-quartile conversion.

caveat: Vendor-published model; the lower trial volume is as important as the higher conversion rate.


claim: 1Capture reports contextual card capture at 15% of SaaS usage, 15% lower trial-start volume, 38% median conversion, and 58% top-quartile conversion.

caveat: Vendor-published model; contextual card capture depends on product instrumentation.


claim: 1Capture reports freemium-to-trial flows at 5% of SaaS usage, 200% higher trial-start volume, 8% median conversion, and 15% top-quartile conversion.

caveat: Vendor-published model; freemium-to-trial flow definitions vary.


claim: 1Capture says contextual card capture sees 2.1x higher conversion than no-card trials, 3x more trial starts than card-required trials, and 89% fewer payment failures at conversion.

caveat: Vendor-published claim; treat as directional.


claim: 1Capture reports 7-day trials at 22% usage and 24% median conversion, 14-day trials at 51% usage and 19% median conversion, 21-day trials at 8% usage and 16% median conversion, 30-day trials at 15% usage and 14% median conversion, and 30+ day trials at 4% usage and 11% median conversion.

caveat: Trial length is confounded by product complexity; longer trials often serve enterprise products.


claim: 1Capture says shorter 7- to 14-day trials with urgency outperform longer trials by 71%.

caveat: Vendor-published interpretation; trial length should match product time-to-value.


claim: 1Capture reports activation below 20% maps to 3% to 5% average trial conversion, while activation above 80% maps to 45% to 65% average trial conversion.

caveat: Activation metric must be defined per product.


claim: 1Capture says every 10% increase in activation drives 6% to 10% higher trial conversion.

caveat: Vendor-published interpretation; causality may vary.


claim: 1Capture reports developer tools at 24% median trial conversion, 42% top-quartile conversion, and 65% elite conversion.

caveat: Industry segmentation from vendor-published benchmark.


claim: 1Capture reports marketing and sales SaaS at 19% median trial conversion, 35% top-quartile conversion, and 55% elite conversion.


claim: 1Capture reports analytics and BI SaaS at 18% median trial conversion, 34% top-quartile conversion, and 52% elite conversion.


claim: 1Capture reports healthcare SaaS at 11% median trial conversion, 22% top-quartile conversion, and 32% elite conversion.