# Free trial as an opt-in, not a default: +10% trial conversion

- Outcome: Won
- Page type: Paywall (App)
- Elements: Free trials
- Date shared: 2026-03
- Test run by: [Linearity Curve](https://liftarchive.com/practitioners/linearity-curve/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://superwall.com/case-studies/linearity-curve
- Page: https://liftarchive.com/test/linearity-curve-opt-in-trial/

Linearity Curve made its free trial an opt-in instead of a default, and trial conversion rate rose 10%. The vector design app ran the A/B test on its paywall to see whether users who choose a trial are more committed. The result was published as a Superwall case study.

## Result

**+10% trial conversion rate**

- Trial conversion rate: +10% for opt-in trial users.
- Trial starts fell, as expected when the trial is no longer automatic. The size of the drop was not shared.
- Net revenue per user was not shared, so the overall gain is not proven.

## Control

The free trial was included by default in the purchase flow.

## Variant

The trial became an option the user had to actively select before continuing.

## Why it likely won (our reading)

- Users who pick a trial on purpose likely have more intent to keep paying.
- A visible choice makes the trial terms clearer, which may cut surprise cancellations.
- Default trials pull in people who never meant to buy, and the opt-in filters them out.

## Caveats

Trial starts went down, and the source gives no net revenue figure, sample size, duration or significance. Superwall sells the paywall and testing tool used here, and its published case studies can lean positive.

## How to run this test

- Hypothesis: If we make the free trial something users have to select instead of a default, then trial-to-paid will rise because the users who start a trial will be more committed.
- Primary metric: Paying users (or proceeds) per paywall view
- Guardrail: Trial start rate
- Guardrail: Trial-to-paid conversion
- Guardrail: Direct purchase rate without a trial
- Who should test it: Apps with many trial starts but weak trial-to-paid, especially pro tools with a serious audience. It is risky if most of your revenue depends on trial volume and conversion is already strong.

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Credit: Linearity Curve ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/linearity-curve-opt-in-trial/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.