How long should a free trial be for a B2B SaaS product?

What trial length do most B2B SaaS products use?

Most use 14 days. A January 2026 study of 200 B2B software products run with ChartMogul and ProductLed found that 62 percent of products set their trial at that length.

The other two common choices are a week and a month, and 7 days and 30 days are tied at 14 percent of products each. The shortest common trial and the longest one are equally popular.

A default tells you what other teams picked, and it says nothing about whether they tested it. The same study put the median free-to-paid conversion rate across all products at 8 percent.

Does a longer trial convert better than a shorter one?

Barely, on the evidence we have. Userpilot's trial-length guide cites a large randomized field experiment in which shorter and longer trials produced nearly identical subscription rates, with the 7-day trial best by a marginal difference.

We have not opened that experiment ourselves. We are passing on Userpilot's summary of the experiment, from a guide last updated August 19, 2026, so we cannot tell you how closely the product tested resembles yours.

Now look again at the tie in the table. If length alone drove conversion, we would expect products to crowd toward whichever end worked, and instead the week and the month hold equal shares. Our reading is that those two groups were answering different questions about their own product and buyer.

What a longer trial does change is how long you wait to learn anything. A 30-day trial takes a month to show whether a group of sign-ups will pay, and a 7-day trial shows it in a week.

Should you require a credit card upfront?

Decide this before you decide the length, because the gap tied to it is far bigger. In the ChartMogul and ProductLed study, free trials that required a card saw 30 percent free-to-paid conversion, more than five times the rate of trials that did not.

Only 20 percent of the free trial products in that study ask for a card upfront. The 30 percent is a rate among people who started a trial, and a card form changes who starts one. If it turns away everyone except the people who already meant to buy, the rate climbs whether or not you end up with more customers. How much of the gap is that filtering, the figure alone cannot say.

So we read the 30 percent as a description of the products in one study and nothing more. If you add a card requirement, we would count paying customers per hundred visitors before and after.

When does a 30-day trial make sense?

When the buyer cannot say yes inside two weeks. Userpilot's guide gives Dropbox Business as the example: it uses a 30-day trial for team plans because the organization's buying process needs it.

We ask two questions before picking a number. How long does a new user need to reach the first result worth paying for, and how many people have to approve the purchase? If one person decides and the value shows in a session, a week is enough. If a team has to try the product together and someone else signs off, a month gives them room, and the ICP Kit is where we would name that decision maker.

If you cannot answer either question yet, 14 days is a reasonable place to start, as long as you write it down as a guess you intend to test.

Trial length sits next to other choices in the same plan, such as whether to publish your pricing. Building that plan is work our team does in the Corvan consultation, which runs on a fixed three-week clock.

The same guide puts Sleeknote at the other end from Dropbox Business, with a 7-day trial because its value shows in the first session, and Userpilot runs 14 days itself. That is the tie from the table with names on it. Sleeknote and Dropbox Business chose opposite ends, and both can be right.