Why Most Free Trials Fail (And How Blinkist Gets It Right)

A masterclass in building trust for paid plan.

"Are you sure you want to start your free trial?"

This question stared back at me from my phone screen. My finger hovered over the button, but something held me back. We've all been here before – that moment of doubt before starting a "free" trial.

A few weeks ago, while searching for a better task management app, I experienced exactly why people are skeptical of free trials.

The app silently charged my credit card $29.99 when the 14-day trial ended – a surprise expense I hadn't budgeted for.

No reminder. No confirmation. Nothing.

You sneaky little…

When the credit card charge notification hit my inbox, I immediately jumped to my laptop to demand a refund. Thankfully, their customer support team was responsive and processed my refund without hassle. But the damage was done – my trust was broken.

This isn't just my story. A survey found that 48 percent of consumers have been charged for subscriptions they forgot to cancel after a free trial. In fact, 88 percent of them opted to cancel the subscription. They said “lack of transparency" as their primary reason. This reveals a crucial insight: trust, not product quality, often determines whether a free trial converts into a paid subscription.

Here's the thing: Is this aggressive trial-to-paid conversion strategy actually working for companies? Sure, they might see an initial boost in paid customers, but at what cost? Higher refund rates? Damaged reputation? Frustrated customers who'll never return?

While researching better trial practices, I found something fascinating: the most successful companies don't just focus on conversion rates – they prioritize building trust first (just like what Airbnb does), and the conversions naturally follow.

Enter Blinkist, a company that has mastered this approach with a psychological technique called "Door In The Face" (DITF).

Blinkist’s Trust-building Strategy

Before we dive into why this works, let's understand the strategy of Door In The Face (DITF):

It is a persuasion method where you start with a larger request before presenting a more reasonable one.

Here's how Blinkist applies it:

Blinkist’s Free Trial User Flow

Instead of pushing users straight into a free trial, Blinkist starts by offering their paid plan. Only when users show hesitation do they present their secret weapon: a crystal-clear 7-day free trial visualization page:

"📅 Trial starts: Today

⚠️ Reminder: Jan 12

💳 First charge: Jan 14 (€9.16/month)

⭐ Cancel anytime with one click

And their headline says it all: "Skeptical? Try Blinkist PRO free for 7 days."

Why this approach works

1. Feeling of safety

From a psychological standpoint, people naturally raise their defenses when being sold to. But Blinkist's page breaks down these barriers by providing a clear roadmap: Free trial starts today, reminder on Jan 12, and charging on Jan 14. No confusion, no surprises.

2. Honesty builds trust

When people feel pressured, their skepticism kicks in: "Is this trial really true? Are they hiding something?" Blinkist addresses these concerns head-on with crystal clear messaging: 7 days free, then € 109.99 per year.

No bullshit. No sneaky tricks. No guesswork.

3. A sense of control

"What if I change my mind? Will I still get charged?"

These questions plague potential customers' minds when considering a trial.

Blinkist's clear "Cancel anytime" messaging and transparent timeline give users the confidence to try without feeling trapped.

This is where products truly prove their worth – when users stay because they want to, not because they forgot to cancel.

As behavioral economist Dan Ariely explains:

"Transparency isn't just about ethics – it's good business. When people feel in control, they're more likely to make positive decisions about your product."

The psychology behind this success

Blinkist's approach leverages DITF psychology brilliantly.

By presenting the paid plan first, then offering the free trial as an alternative, they make the trial feel like a better deal. People are naturally more reluctant to say no twice, especially when the second offer feels more generous.

Think about it: When someone's about to leave, instead of letting them go, Blinkist offers what feels like a much better deal – a risk-free 7-day trial. It's brilliant because it converts doubtful users into potential customers.

Implementing trust-building in free trial

Now we know the impact of transparency to build trust, here's how you can implement it on your products:

1. Show trial start and end dates visually (like a timeline)

2. Send at least three reminder emails (7 days, 3 days, and 1 day before charging)

3. Display pricing clearly, including what happens after the trial

Key Takeaway

Free trials don't have to be a source of customer anxiety. By following Blinkist's example, you can:

• Build trust through transparency in the trial process

• Convert skeptical customers through smart downscaling

• Create positive experiences that lead to long-term customer relationships

The next time you're designing a trial experience, ask yourself:

How do I build trust into this feature?

The answer might just be the difference between a one-time user and a loyal customer.

Until next week! 👋