75% of those with free trials do not require a credit card up front. This was always my preference as a purchaser because I didn't have to bother my boss and get approval to try out a product.
It'd be quite interesting to have survey data on what the sales process is like. But probably only relevant for SaaS businesses that sell to government / large business customers.
But my understanding of slide 55 is that requiring a credit card up front doesn't pose much of a problem to growth.
I converted the conversion rates from unique-trial-paid for each scenario. It looks like 0.846% for credit card required upfront and 0.264% for no credit card required. So *net conversion is ~3.2x higher when a credit card __is__ required upfront.*
Showing my work:
I eyeballed each bar chart and turned it into a data table. I'm getting median unique-to-trial conversion rates of 3.1% (credit card required) and 6.1% (credit card not required). I'm then adjusting these to account for the % of "don't know" responses. So, adjusted medians of 1.8% (cc required) and 3.3% (cc not required).
Following the same process for trial-to-paid yields medians of 47% (cc required) and 8% (cc not required).
Multiplying each pair yields 0.846% (cc required) and 0.264% (cc not required) unique-to-trial-to-paid.