免费试用时长指南：1.7万款App的转化与留存数据
How long should your free trial be? Data from 17,000+ apps
给出具体的时长区间与对应的转化/续订基准线，SaaS和App开发者可直接对照自身订阅结构做A/B测试或参数调整。
Free trials keep dividing app developers. Give users more time, get paid faster, or skip the trial entirely?
免费试用让应用开发者们意见不一。是给用户更多时间、更快获得收入，还是完全跳过试用？
Sure, shorter trials mean earlier payments, faster feedback for paid campaigns, and lower costs of providing free access. That last one matters most if you’re running an AI app, where every free session carries a real, variable cost behind it.
当然，较短的试用意味着更早的收入、付费推广活动更快的反馈，以及提供免费访问的成本更低。如果你运营的是 AI 应用，最后这一点尤为重要，因为每次免费会话背后都伴随着真实且可变的成本。
Yet our State of Subscription Apps 2026 report found a 42.5% median conversion rate for trials of 17+ days, versus 25.5% for trials of four days or less. That’s roughly 67% higher.
然而，我们的《2026 年订阅应用现状》报告显示，17 天及以上的试用期中位数转化率为 42.5%，而四天或更短的试用期仅为 25.5%。这大约高出 67%。
But do those subscribers keep paying? And does the pattern differ depending on subscription plans?
但这些订阅用户会继续付费吗？这种模式是否因订阅计划而异？
We analyzed 17,000+ apps to benchmark conversion and renewal across trial durations for weekly, monthly, and annual subscriptions. We also compared AI and non-AI apps and explored differences by category and subscriber region.
我们分析了 17,000 多款应用，以基准测试周、月和年度订阅在不同试用时长下的转化率和续订率。我们还比较了 AI 和非 AI 应用，并探讨了不同类别和订阅者地区的差异。
Which trial lengths do high-volume apps choose?
高流量应用会选择多长的试用期？
First things first: we looked at the 100 apps with the most trial starts in each category and plan duration, and checked what trial length each one runs.
首先：我们查看了每个类别和计划持续时间中试用启动次数最多的 100 款应用，并检查了它们各自运行的试用时长。
Short trials tend to dominate. On weekly plans, 81–100 of those apps use trials of four days or less, depending on category.
短期试用往往占据主导地位。在周订阅计划中，根据类别不同，有 81–100 款应用使用四天或更短的试用期。
Monthly and annual plans also lean toward trials of nine days or less, although the mix varies by category.
月度和年度订阅计划也倾向于使用九天或更短的试用期，尽管具体组合因类别而异。
Education, Health & Fitness, and Travel favor 5–9-day trials, while Productivity and Photo & Video favor trials of four days or less. One possible explanation is how long users need to evaluate the app: some benefits take repeated use to assess, while others are apparent in a single session.
教育、健康与健身以及旅游类应用偏好 5–9 天的试用期，而生产力和照片与视频类应用则偏好四天或更短的试用期。一个可能的解释是用户评估应用所需的时间：有些好处需要反复使用才能评估，而另一些在一次会话中即可显现。
These are apps with the most trial starts, rather than the highest revenue or retention. Their choices show what’s common at scale. But this doesn’t establish which trial length performs best.
这些是试用启动次数最多的应用，而非收入最高或留存率最高的应用。它们的选择展示了大规模应用中的常见做法。但这并不能确定哪种试用时长表现最佳。
That leaves a useful question: how do conversion and renewal compare across those common short trials? And what changes in the less common, longer-trial groups?
这就引出了一个有用的问题：在这些常见的短期试用中，转化率和续订率有何比较？而在较少见的长期试用组中，情况又如何变化？
How many trial users reach a second payment?
有多少试用用户会进行第二次付款？
Our data actually shows that longer trials are often associated with higher renewal rates, though the pattern varies by subscription plan:
我们的数据实际上表明，较长的试用期通常与更高的续订率相关，尽管模式因订阅计划而异：
- Weekly subscriptions: The share of trial users who paid and renewed once is slightly higher after 5–9-day trials than after trials of four days or less: 14.4% vs. 11.8%. Evidence for longer trials remains limited.
- Monthly subscriptions: Longer trials are associated with more trial users paying and renewing: 30.6% after 10–16-day trials vs. 18.5% after trials of four days or less. The pattern then levels off in the 17–32-day trial group.
- Annual subscriptions: The share of trial users who paid and renewed increases with trial length across all four groups, from 3.5% after trials of four days or less to 18.5% after 17–32-day trials. Though trial duration alone may not explain higher retention.
- 周订阅：在 5–9 天试用期后，曾付费并续订一次的用户比例略高于四天或更短试用期后的比例：14.4% vs. 11.8%。关于更长试用期的证据仍然有限。
- 月度订阅：更长的试用期与更多试用用户付费并续订相关：10–16天试用后为30.6%，而4天或更短试用后为18.5%。该模式在17–32天的试用组中趋于平稳。
- 年度订阅：试用用户中付费并续订的比例随着试用长度的增加而在所有四个组别中上升，从4天或更短试用后的3.5%上升到17–32天试用后的18.5%。尽管仅凭试用时长可能无法解释更高的留存率。
One caveat before we go further: there is a correlational pattern, and a flattering one. Someone who’s still in your trial on day 25 of a 30-day window is simply more likely to pay than someone who bails on day two. Keep that in mind as the ceilings and floors get more specific below.
在我们进一步深入之前有一个需要注意的地方：这是一种相关性模式，而且是一种看似有利的模式。在30天的窗口期内第25天仍处于试用状态的人，比在第两天就放弃的人更有可能付费。请记住这一点，因为下文中的上限和下限会变得更加具体。
Do conversion and renewal favor the same trial length?
转化率和续订率是否都青睐相同的试用时长？
We also looked at conversion and first renewal separately to see whether longer trials coincide with more users paying, more paying subscribers renewing, or both.
我们还分别查看了转化率和首次续订率，以了解较长的试用是否与更多用户付费、更多付费订阅者续订，或两者兼有有关。
For weekly subscriptions, the difference between the two common short-trial groups is larger at renewal. Trials of 5–9 days convert 24.3% of trial users, compared with 22.3% for trials of four days or less. Among paying subscribers, 65.9% renew after 5–9-day trials, versus 57.9% after shorter trials.
对于周订阅，两个常见的短期试用组之间的差异在续订时更大。5–9天的试用将24.3%的试用用户转化为付费用户，而4天或更短试用的转化率为22.3%。在付费订阅者中，5–9天试用后的续订率为65.9%，而较短试用后的续订率为57.9%。
There are too few qualifying apps offering weekly plans with trials beyond nine days to extend that comparison reliably.
提供超过九天试用期的周订阅计划的应用程序数量太少，因此无法可靠地扩展这种比较。
For monthly subscriptions, conversion is higher in the 5–9-day trial group than in the shortest-trial group: 45.9% versus 39.6%. The 10–16-day group has similar conversion, at 46.6%, but higher first renewal: 72.0% versus 62.8% of paying subscribers.
对于月度订阅，5–9天试用组的转化率高于最短试用组：分别为45.9%和39.6%。10–16天试用组的转化率相似，为46.6%，但首次续订率更高：付费订阅者的续订率为72.0%，而最短试用组为62.8%。
The 17–32-day group has the highest first renewal rate, at 77.5%, but lower conversion than either middle group, at 43.7%.
17–32天试用组的最高首次续订率为77.5%，但其转化率低于中间两组，为43.7%。
For annual subscriptions, both rates are higher across longer-trial groups. Comparing trials of four days or less with 17–32-day trials, conversion rise from 24% to 44.6%, and first renewal from 18.3% to 47.5%.
对于年度订阅，较长试用组的两个比率均较高。将4天或更短的试用与17–32天的试用相比，转化率从24%上升到44.6%，首次续订率从18.3%上升到47.5%。
Of course, a trial rarely builds a year of loyalty on its own: a longer trial mostly gives annual buyers more time to be sure before a bigger, harder-to-reverse commitment. So the people who convert after that longer look might already be the ones less likely to cancel.
当然，试用本身很少能建立一年的忠诚度：较长的试用主要给年度购买者更多的时间，以便在做出更大、更难逆转的承诺之前确认。因此，在那段更长的观察期后转化的用户可能已经是那些不太可能取消的用户。
What if you remove the trial altogether?
如果完全取消试用呢？
Here’s another interesting finding: subscriptions purchased without a trial have lower first-renewal rates on weekly and monthly plans than those that begin with one.
这里还有一个有趣的发现：没有试用期的订阅在周计划和月计划上的首次续订率低于那些以试用期开始的订阅。
The weekly gap is particularly large: 35.9% of paying subscribers renew without a trial, compared with 57.9% after trials of four days or less and 65.9% after 5–9-day trials.
每周续订的差距尤为显著：35.9% 的付费订阅用户在未试用情况下直接续订，而经过四天或更短试用期后的续订率为 57.9%，经过 5–9 天试用期后的续订率为 65.9%。
Annual plans show a different pattern. No-trial renewal is higher than renewal after trials of up to nine days, but lower than after longer trials.
年度计划呈现出不同的模式。无试用期的续订率高于经过长达九天试用期后的续订率，但低于经过更长试用期后的续订率。
| Trial length | Weekly (1st renewal) | Monthly (1st renewal) | Annual (1st renewal) |
|---|---|---|---|
| No trial | 35.9% | 49.5% | 26.6% |
| Trial of four days or less | 57.9% | 54.2% | 18.3% |
| Trial of 5–9 days | 65.9% | 62.8% | 25.3% |
| Trial of 10–16 days | Too few apps | 72% | 36.4% |
| Trial of 17–32 days | Too few apps | 77.5% | 47.5% |
| 试用期长度 | 每周（首次续订） | 每月（首次续订） | 年度（首次续订） |
|---|---|---|---|
| 无试用期 | 35.9% | 49.5% | 26.6% |
| 四天或更短试用期 | 57.9% | 54.2% | 18.3% |
| 5–9 天试用期 | 65.9% | 62.8% | 25.3% |
| 10–16 天试用期 | 应用数量过少 | 72% | 36.4% |
| 17–32 天试用期 | 应用数量过少 | 77.5% | 47.5% |
Note: this table measures first renewal among paying subscribers, not all trial users, so these numbers run higher. This comparison a;sp doesn’t tell us how many people purchase when shown a no-trial offer.
注：本表衡量的是付费订阅用户的首次续订情况，而非所有试用用户，因此这些数值偏高。此外，该比较并未告诉我们当提供无试用选项时有多少人购买。
Lower renewal doesn’t automatically make a no-trial offer less profitable, though. David Vargas’s case study found that removing the trial, alongside changes to pricing and plans, helped one app earn enough per paying customer to support paid acquisition without it.
不过，续订率较低并不意味着无试用选项的盈利能力较差。David Vargas 的案例研究发现，移除试用期并结合定价和套餐的调整，帮助一款应用在每个付费客户身上获得的收入足以支撑其付费获客成本，无需依赖试用期。
How does trial length relate to conversion and renewal in AI apps?
试用时长与 AI 应用的转化率和续订率有何关系？
For AI apps with usage-based inference or generation costs, extra free access needs to justify its expense. Besides, higher churn with lower conversions means there's less room to get the length wrong.
对于具有基于用量的推理或生成成本的 AI 应用而言，额外的免费访问权限需要证明其支出的合理性。此外，转化率较低且流失率较高意味着在确定试用时长上容错空间更小。
The monthly results offer a useful comparison.
月度结果提供了有益的对比。
Trials of 5–9 days and 10–16 days show almost identical conversion, at 38.2% and 38.5%. First renewal is higher in the 10–16-day group, at 64.2% versus 57.4%.
5–9 天和 10–16 天的试用期显示出几乎相同的转化率，分别为 38.2% 和 38.5%。10–16 天组别的首次续订率更高，为 64.2%，而 5–9 天组别为 57.4%。
But the 17–32-day group shows no further renewal gain: first renewal is 64.1%, while conversion falls to 31.8%. In this dataset, the longest monthly trials don’t provide a stronger conversion or renewal benchmark than 10–16-day trials.
但 17–32 天组别并未带来进一步的续订收益：首次续订率为 64.1%，而转化率降至 31.8%。在该数据集中，最长的月度试用期并未比 10–16 天试用期提供更强的转化或续订基准。
For annual AI subscriptions, conversion is 33.8% after 10–16-day trials, compared with 23.3% after 5–9-day trials. First renewal is also higher, at 29.4% versus 19.6%. For weekly AI subscriptions, the difference is smaller. Conversion is 23.1% after 5–9-day trials versus 22.3% after trials of four days or less; first renewal is 62.5% versus 57.9%.
对于年度 AI 订阅，经过 10–16 天试用期后的转化率为 33.8%，而经过 5–9 天试用期后的转化率为 23.3%。首次续订率也更高，分别为 29.4% 和 19.6%。对于每周 AI 订阅，差异较小。经过 5–9 天试用期后的转化率为 23.1%，而经过四天或更短试用期后的转化率为 22.3%；首次续订率分别为 62.5% 和 57.9%。
Without a trial, first renewal is lower on weekly and monthly AI plans. Annual no-trial renewal is 18.9%, compared with 15.1% after trials of four days or less and 19.6% after 5–9-day trials.
在没有试用期的情况下，每周和每月的 AI 计划的首次续订率较低。年度无试用期续订率为 18.9%，而经过四天或更短试用期后的续订率为 15.1%，经过 5–9 天试用期后的续订率为 19.6%。
Does giving users more trial time improve conversion across regions?
给予用户更多的试用期时间是否能在各区域提升转化率？
On annual plans, North America and Western Europe have higher conversion across progressively longer-trial groups. Asia-Pacific follows that pattern up to 10–16 days, but has lower conversion in the 17–32-day group.
在年度计划方面，北美和西欧在逐步延长的试用组中转化率更高。亚太地区遵循这一模式，直到10–16天，但在17–32天的组别中转化率较低。
On monthly plans, conversion in Middle East and Africa, India and Southeast Asia, and Latin America is highest in the 5–9-day group and lower in the 17–32-day group. The largest gap among these regions is in Middle East and Africa: 38.3% versus 27.4%.
在月度计划方面，中东和非洲、印度及东南亚以及拉丁美洲的转化率在5–9天的组别中最高，而在17–32天的组别中较低。这些地区之间的最大差距出现在中东和非洲：38.3%对比27.4%。
Do the same trial lengths outperform across app categories?
相同的试用时长在不同应用类别中是否表现更优？
On monthly plans, longer-trial groups generally have higher renewal rates across app categories.
在月度计划方面，较长的试用组在其他应用类别中通常具有更高的续订率。
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