Free trials – the holy grails for customers who don’t want to pay without knowing how good the service will be. Many of us will happily accept a service if it comes with a free trial.
Personally, I was more than happy to subscribe to Disney+ when it first launched in the UK a few years ago. You know why? Because the subscription came with a month-long free trial.
Really, what better way is there for service providers to reel in customers than a free trial offer? So many services and applications out there have a free plan available to new users. Most are on a 7-day basis but many others can be free for a whole month.
And if those service providers are lucky enough, customers will benefit from that service so much so that they continue to subscribe even after the free trial period is over.
However, that doesn’t go to say that free trials are faultless. Mainly when it comes to tracking conversions. How are you supposed to track which customers moved on to an upgraded, paid version?
Lucky for you, we’ll tell you different ways to do this in this GrowTraffic blog post.
Tracking Data Manually
You can track ‘signup for a free trial’ as a conversion and monitor it via Google Ads. Doing this, you’ll be able to see whether the customers came from a Google ad, an organic link, an affiliate link (if you have affiliates), or elsewhere.
Speaking of affiliates, this angle is actually really good for that marketing strategy. Plenty of web services and applications can benefit from running affiliate programs because they can get many people advocating their service across different platforms.
If you track where the user came from when they signed up to your service, then you can track what they do. From this data, you could create lists of people who signed up from different marketing strategies (Google ads, organic, affiliate). Sounds simple enough, right?
In theory, it is quite a simple thing. However, practicality is a different subject. It’s actually a lot harder to keep track of all the data when you track manually. You’re highly likely to need to have custom spreadsheets or custom data sources in your Google analytics. Handling all of that data can be frustrating and overwhelming.
Not to mention that any expansions in your business will require you to handle more customers which could be in the hundreds or thousands.
Manual tracking is all well and fine until it gets to a point where organisation is hard. There’s one too many users, data is starting to get jumbled up, there’s inconsistencies on the spreadsheets and the tracking script you may have gotten custom-created now has some very shaky integrations.
Perhaps it will be a relief, then, to know that you can link up your Google Ads with your Google Analytics for tracking. And it works like a charm.
Google Ads Focus
As long as you have conversion tracking set up in Google ads, you’re a-okay.
Now, when we say conversion tracking, we mean tracking every single potential goal a user might make. That means signing up for a free trial, signing up for a paid plan, signing up through mailing lists, everything.
Just in case you’re unaware of this or you’re a new business and are new to conversion tracking, you can track conversions happening outside of your website. If you have the data file to upload on Google, you can track what happened outside of your website. For example, users who contacted the sales team and subscribed that way. Or people who visited a physical store to make a purchase.
Google Analytics Focus
Tracking solely with Google ads is fine. But the main problem is that there’s no other layers of tracking happening. The only things being tracked are the conversions you have set up.
That’s where linking with Google Analytics can help. Through GA, you can track additional goals. One of the main goals you’ll want to focus on is tracking the conversion of a free user to a paid user. And if you have different paid plans, you can set up a conversion for each level. It can be from free to paid level, or from a lower paid plan to a higher paid plan.
These conversions don’t just have to be for the different plans, either. They can also be for each product or service you offer if there’s more than one. But if you only have one, that’s fine, too.
GrowTraffic: Get in Touch
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