This one caught me by surprise, there are products that invite me for a free trial (no credit card required) but don’t allow me to experience value during the trial.
For example, a video creation platform that lets me go through the entire video creation process, but won’t let me download or share my first video in a standard web resolution without having to pay for it. This creates an awkward situation where a new user who’s trying out the product puts time and effort into it, and at the end of the process gets ambushed- pay or the work you’ve put in goes down the drain. This is not a situation we want to put new users in, even if we do manage to convert them, the process ends on a sour note and churn is highly likely.
The right time to limit the usage of your product is after the user has started to experience value from it. Take Typeform for example, a paid alternative to Google Forms. As a Typeform user I can create a survey, brand it, publish it and start getting responses, all before I’ve paid a single dollar. Once I reach the 100th response, which means I’m definitely getting value, only then I’m asked for payment. And by that point the decision to pay for it is a no-brainer.
Product trials where all the features are available, but the trial period is too short to experience value have the same problem. How does your users’ path to value looks like? Which features do they need to use to get there? How long did it take your already successful customers?
If you don’t know the answers to any of these questions, that’s a growth opportunity.