Why Free-to-Try Models Have Become So Popular Online

Try before you buy

This model is a perfect example of ‘try before you buy'. It reduces uncertainty. Services on the internet are not always easy to judge before using them. A description and a few screenshots indeed tell the user what the app does, but a customer has to experience the product or service before they know whether they enjoy using the product. A trial gives users the opportunity to test the product or service themselves. They can see whether the product is worth paying for. This way, they can decide whether important features work as expected, whether the interface is easy to understand, and whether the service really solves their problem.

Especially with subscriptions, free-to-try models have become increasingly important. Consumers already have plenty of monthly costs, so adding another subscription is not always an easy decision.

Free access builds trust

Trust plays an important role when making online purchases. Consumers cannot walk into a shop and physically inspect a product. They have to rely on reviews, marketing claims, and information supplied by the company. Free access makes it possible for a customer to verify whether a product or service is useful and worth the price. Transparency is key: a trial becomes less trustworthy when users discover unexpected charges or find out that it is very difficult to cancel the service again. This is why the best free-to-try models make the conditions clear from the beginning.

It works very well for digital products

Businesses usually don't give away physical products. Every free sample still has to be manufactured, packaged, and transported. But for digital services, it works entirely differently. Once the software or digital content has been developed, allowing an additional person to access a limited version is relatively cheap. Free-to-try models are attractive to companies offering apps, cloud software, online tools or digital entertainment.

This is one of the reasons why a ‘freemium'-model works so well. The basic version is mostly completely free, but professional features require payment. Someone who needs the basic functions can continue to use the free version. A business user who needs more advanced tools has to pay more. This creates a large potential customer base, without requiring every new user to become a paying customer immediately.

Bonuses make it easier to experience entertainment platforms

Free-to-try thinking is also working well in online entertainment. Games often give new players free levels, virtual items, or temporary access to premium content. Similar promotional methods are used by, for example, online gambling companies.

One of these examples is free spins, which are very popular in Finland. In Finland, these are commonly referred to as ilmaiskierroksia. The idea is simple: a promotional offer can allow someone to experience a game or platform with a bonus instead of spending their own money on gambling.

But customers need to be wary, as ‘free' doesn't always mean there are no terms and conditions. Gambling bonuses often have wagering requirements, maximum withdrawal rules, or even expiry dates. Online players who want to make use of the promotion, should be reading the terms and conditions of the offer first.

Competition has made free trials more important

The internet gives consumers an enormous amount of choice. When looking for photo editing software, online consumers can find more than just one product that does the job. If a product falls short, it is easy to find several alternatives within a matter of minutes. That comes in handy for the customer, but it is a problem for companies. Asking for payment before someone has even experienced the product creates an extra barrier. A competitor offering immediate free access may make a product look more attractive. Free trials, therefore, are a way to compete for attention. A company gets an opportunity to show what features in a product or service make the differences before asking the customer to commit long-term.

For businesses, onboarding has become more important. A free trial alone is not very useful when the user has to spend the entire trial period trying to understand the product. Successful services usually let their users try most features extensively, giving people a reason to buy the product.

Users have become used to flexible subscriptions

Online purchasing habits have changed over the years. People attach value to subscriptions that can be started, upgraded, or cancelled online easily. At the same time, many consumers are selective because they already pay for multiple digital services. A free trial fits this behavior well. Rather than choosing immediately to make a large commitment, someone can explore a service and decide later. There are different variations on the idea. Some companies provide seven or thirty days of free access. Others provide a limited free account forever. And some businesses give users more storage, usage time, or monthly credits when they decide to pay.

Free-to-try removes an important roadblock

There is a reason why free-to-try models are so popular nowadays. They reduce the barrier between interest and action. Trying a product for free and having the feeling that there is nothing to lose makes such decisions much smaller than immediately paying for a subscription. For consumers, this leads to an opportunity to judge a product or service based on real experience instead of just reading reviews.

Not every product is a good deal, though. Users should still read the terms and conditions and check what happens when a trial ends and how cancellation works. Promotional bonuses usually come with important conditions. When companies are transparent and consumers understand the rules, this model can benefit both sides. For consumers, there is low risk. For businesses this creates a bigger potential customer pool.