# 7-day free trial instead of 14 days: +8% install-to-paid

- Outcome: Won
- Page type: Paywall (App)
- Elements: Free trials
- Date shared: 2025
- Test run by: [Zumba](https://liftarchive.com/practitioners/zumba/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://www.revenuecat.com/customers/stepping-up-growth-how-zumba-boosted-conversion-by-8-with-revenuecat/
- Page: https://liftarchive.com/test/zumba-14-to-7-day-trial/

Cutting the free trial from 14 days to 7 days raised install-to-paid conversion by 8%. Zumba ran this A/B test on the trial offer in its dance fitness app, and the result was published as a RevenueCat customer story.

## Result

**+8% install-to-paid**

- Install-to-paid conversion rose 8% with the 7-day trial.
- Sample size, test length and confidence level were not shared.
- Effects on retention and LTV after the first payment were not reported for this test.

## Control

New users were offered a 14-day free trial before the subscription started.

## Variant

New users were offered a 7-day free trial instead. Nothing else about the offer was described as changing.

## Why it likely won (our reading)

- Zumba credits the lift to users engaging with the app sooner, since the trial clock is shorter.
- A shorter trial means less time for users to forget about the app before the first charge.
- Fitness habits often form or fail in the first few days, so a second trial week may add little value.

## Caveats

Sample size, duration and significance were not shared. The result was published by RevenueCat, which sells the experiments tool Zumba used, so it may lean positive.

## How to run this test

- Hypothesis: If we shorten the free trial from 14 days to 7 days, then more installs will turn into paying subscribers because users start using the app sooner and decide while they are still engaged.
- Primary metric: Install-to-paid conversion
- Guardrail: Trial start rate
- Guardrail: Refund rate in the first billing period
- Guardrail: Month-2 retention of paid users
- Who should test it: Apps where users can feel the core value within a few days, such as fitness, habit or content apps. It is a weaker fit for apps whose value takes weeks to show, like long learning plans.

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Credit: Zumba ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/zumba-14-to-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.