Trial to Paid Conversion SOP

Standard procedure for identifying trial user signals, conducting outreach, extending offers when appropriate, and analyzing conversion outcomes.

Steps

• Review trial user activity signals
  The Customer Success Manager reviews trial user activity for engagement and intent signals, including login frequency, feature usage depth, invited teammates, support interactions, and pricing-page visits. The manager records each signal in the CRM with the trial account status and last activity date.
• Prioritize accounts for outreach
  The Customer Success Manager compares each trial account against the outreach criteria and determines whether the account is ready for contact.
• Conduct personalized outreach
  The Customer Success Manager sends a personalized message that references the user's observed activity, confirms the main value achieved during the trial, and invites the user to discuss next steps. The manager logs the outreach date, channel, and message summary in the CRM.
• Send nurture outreach
  The Customer Success Manager sends a lighter-touch follow-up that highlights one or two relevant use cases, offers help, and invites the user to continue exploring the product. The manager records the nurture sequence in the CRM.
• Evaluate offer eligibility
  The Customer Success Manager checks whether the account meets the criteria for a conversion offer, such as approved discount thresholds, strategic account status, or time-bound campaign eligibility.
• Extend approved conversion offer
  The Customer Success Manager extends the approved offer using the authorized discount, trial extension, onboarding support package, or other approved incentive. The manager documents the offer type, approval reference, expiration date, and customer response in the CRM.
• Record conversion outcome
  The Customer Success Manager records the final outcome for the trial account as converted, extended trial, nurtured, lost, or no response. The manager includes the conversion date, reason code, and any notable objections or success factors.
• Analyze conversion performance
  The Growth Manager reviews conversion metrics, including trial-to-paid conversion rate, response rate, offer acceptance rate, average time to convert, and top objection themes. The manager verifies whether the results meet the target threshold and identifies any non-conformance in the outreach or tracking process.