> ## Documentation Index
> Fetch the complete documentation index at: https://formbricks.com/docs/llms.txt
> Use this file to discover all available pages before exploring further.

# Improve Trial Conversion

> Find out why trials do not convert, from the people who did not convert.

This survey asks people who are ending a trial what stopped them from paying.

## Purpose

Trial conversion analytics tell you how many people dropped and where. They cannot tell you why, and the why is the only part you can act on.

## 1. Start from the template

Open **Surveys**, click **New Survey** and choose **Choose a template**. Search for **Trial Conversion**, then click the card to create the survey.

![The Trial Conversion template in the template picker](https://mintcdn.com/formbricks/5gmPPlpgcBxnNfUX/images/surveys/best-practices/improve-trial-cr/template.webp?fit=max\&auto=format\&n=5gmPPlpgcBxnNfUX\&q=85\&s=c9ce12effca2d5d7f78e73b08c590216)

The template asks what stopped them and what would have changed their mind. Both are open text on purpose — a multiple choice here only returns the options you already thought of.

## 2. Trigger it at the right moment

Two triggers work, depending on how your trial ends. If cancelling is a button, match it with **Inner Text** `Cancel Trial`. If it is a page such as `/trial-cancelled`, use a **Page View** action with **Limit to specific pages**.

Open the **Settings** tab, find **Survey Trigger** and add the action.

![The Survey Trigger section with the action attached](https://mintcdn.com/formbricks/5gmPPlpgcBxnNfUX/images/surveys/best-practices/improve-trial-cr/trigger.webp?fit=max\&auto=format\&n=5gmPPlpgcBxnNfUX\&q=85\&s=1deedeb6ef1714da78a5e0990798b1c7)

> [!TIP]
>
> Creating the action itself — Click versus Page View, Inner Text versus CSS Selector — is the same dialog
> in every recipe. It is walked through once on the [Feedback Box](https://formbricks.com/docs/surveys/best-practices/feedback-box.md)
> page, and the full reference is the [Actions manual](https://formbricks.com/docs/surveys/website-app-surveys/actions.md).

## 3. Decide how often it may appear

Still on **Settings**, open **Display & Recontact**. Choose **Show only once**.

> [!NOTE]
>
> Recontact Options and the workspace-wide [Cooldown Period](https://formbricks.com/docs/surveys/website-app-surveys/cooldown-period.md)
> are two separate gates and a survey has to pass both — Recontact Options first, then the cooldown. If
> your workspace shows at most one survey a week, this survey inherits that unless you set **Ignore
> Cooldown Period**.

## 4. Activate

**Activate** starts it. The widget picks up the change within a minute.

> [!NOTE]
>
> This is an app survey, so it needs the Formbricks widget running in your product. If you have not
> installed it yet, follow [the quickstart](https://formbricks.com/docs/surveys/website-app-surveys/quickstart.md) first.


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