Why we made this descision
Having an unlimited trial phase is nice, especially for a tool as complex and feature-rich as rukzuk. It also brings with it a whole bunch of problems.
An unlimited trial phase makes it difficult to measure important business data, most importantly conversion rates. We were having a hard time figuring out if our different marketing efforts were actually effective or not. With an unlimited trial, someone who learned about rukzuk through, say, a blog post in January might only buy a plan months later. We then have no way of knowing what exactly drove that decsision. A limited trial makes those statistics a lot more precise and easier to obtain.
Additionally, we found that some users never actually use the app after their initial signup. Those unused accounts could potentially sit in our database forever, using up disk space and and server recources unnecessarily. This becomes increasingly severe with the rising number of users (currently approx. 10,000). A limited trial phase lets us manage the amount of “dead data” on our servers more effectively.
Why 30 days?
As for the time period of 30 days, we looked at our internal data to find out at what time people are actually comfortable to buy a professional plan. It turns out, the vast majority of people who decide to buy rukzuk do so within the first two to three weeks of testing. We think 30 days gives a large enough margin for everyone to find out if rukzuk is for them or not.