I could see arguments for either way, so I'm planning on testing both, but I wanted to see what people's experience with this has been.
I'd definitely be more willing to try and eventually spend money on a product where the company understands the spirit of a "free trial".
That's my experience. Maybe your users are more trusting.
For example, I'm not going to move all the data from one Backpack/Basecamp account to another just to continue a free trial.
That being said, dupe: http://news.ycombinator.com/item?id=836167
I think it depends ( and I guess the split here backs me up ):
1. I'm fine giving a credit card number up-front if it's for 'serious business', i.e. something that would make money, reduce my workload, etc.
2. I'm not fine giving a credit card number up-front if it's a whim or a 'huh, that might be useful'-level of interest.
Without knowing what you are selling, it's hard to say where your example falls on 'my' spectrum.
One thing to consider is from a support resources point of view, do you want lookie-loos ( who you might convert ) but who will cost you x support time from paying customers, or do you want to prioritize your resources to paying only customers. Remember, you don't know when you're providing a free trial user support for 2 hours on their first day, if they'll be customers tomorrow ... if they've handed over a CC number you know they're at least somewhat serious in their interest.
After is potentially more likely to yield a higher conversion rate (if your service has enough hooks to keep the customer in) but you're opening the service up to abuse.
Perhaps another thing to test is this:
Let the user sign up with a card, and during the trial period ask the user for feedback on how the service could be improved, either through a survey or free form. This at least lets you engage in a conversation with the customer and identify whether or not they're likely to convert. Have a call to action to convert to the full service so the decision to enter details is in the user's hands. Measure the responses versus the other method, and post back here :)
Earn my trust, give me an app that is good enough to convert, and Let me decide.
My apps don't require a card to signup. I'm now working to improve conversion in the funnel and I want to start with the widest funnel possible.
As for multiple trials? I use email as a unique identifier. It isn't 100%, but I haven't seen any abuse (including the gmail address+whatever@gmail.com tweak). Not sure I would do anything about it if I did. My customers tend to be busy managers who don't have time to game the system. They'll just expense it anyway.
So when go with "before"? After you've launched, created a market of trust and are backed by many, many satisfied cheerleaders (clients). The word of mouth will lead to the easy overcoming of that trust barrier that leads people to reconsider handing over their CC#.
With out data but thinking what I have seen in the past I would say here is what the possible things are.
- Collect CC at signup - will reduce pure signups but will have a higher conversion after the 30 days - Don't collect CC at signup - more signups, but lower conversion as more tire kickers and missed emails about putting the CC in - Collect CC after signup at first login - maybe a blend of the two above
Does your product work by any chance as a freemium model? I've had better luck with this than 30 day trials.
It combines the best of both worlds: a free product that requires no credit card to demonstrate the usefulness, but a premium version which requires credit card right away.
I can fill out a basic signup form in about 30 seconds, if it requires my credit card details it will take me a few extra minutes to look around and find my wallet etc.