# 14-day trial vs 7-day: more trial starts, fewer paid users

- Outcome: Lost
- Page type: Paywall (App)
- Elements: Free trials
- Date shared: 2026-03
- Test run by: [Daphne Tideman](https://liftarchive.com/practitioners/daphne-tideman/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.revenuecat.com/blog/growth/7-day-trial-subscription-app/
- Page: https://liftarchive.com/test/wellness-app-14-day-vs-7-day-trial/

A wellness app tested a 14-day free trial against its 7-day trial and got slightly more trial starts but fewer paid conversions, so it went back to 7 days. Daphne Tideman ran the A/B test and wrote about it on the RevenueCat blog. No numbers were shared.

## Result

**Slightly more trial starts but fewer paid conversions**

- Trial starts: slightly higher with 14 days.
- Paid conversions: lower with 14 days. This is the metric that decided the test, and the longer trial lost.
- Activation did not improve: users did not watch more content, they put it off.
- No figures, sample size or duration were shared.

## Control

A 7-day free trial.

## Variant

A 14-day free trial, chosen to match the app's activation window: users who watched two long-form pieces (about 45 minutes each) within 14 days tended to retain.

## Why it likely lost (our reading)

- A longer trial made it easy to delay, so users postponed the content that predicts retention.
- The deadline of a 7-day trial likely pushed people to act sooner.
- Lining the trial up with the activation window only helps if users actually use the extra time.

## Caveats

No numbers, sample size or duration were given.

## How to run this test

- Hypothesis: If we extend the trial from 7 to 14 days to match our activation window, then more users will activate and convert because they have time to experience the core value.
- Primary metric: Trial-to-paid conversion and revenue per trial start
- Guardrail: Activation rate during the trial
- Guardrail: Retention after first renewal
- Guardrail: Trial start rate
- Who should test it: Apps whose value takes more than a week to show, such as weekly-cadence or long-content products. Apps where users tend to procrastinate may see what happened here; a short trial with a clear goal could work better.

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Credit: Daphne Tideman ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/wellness-app-14-day-vs-7-day-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.