“Timing is everything.”
Sure, but does the cliche still hold water when it comes to free-to-paid conversions? Is there a goldilocks moment - a perfect time of day AND week - when users tend to make software buying decisions?
This week, Toplyne labs looked at a base of 3.3M free users across a spectrum of B2C products to answer a question that GTM teams think deeply about: “What’s the perfect time to nudge free users to conversion?”
Is timing really everything? Let’s dig in.
Disclaimer: While this analysis spans millions of free users, it also captures a breadth of behavior across various categories of B2C PLG products. We encourage you to use these insights directionally and thematically.
Rise, shine, and sign
Insight #1: 40% of all conversions occur between 7 AM - 12 PM
From a free user base of 3.3M across various B2C products with a PLG motion, conversions peak between 7 AM - 12 PM. In other words, around 40% of all conversions occur before lunch.
Takeaway: GTM nudges (in-app nudges, promo codes, discounts, etc.) are significantly more effective in the first half of the day.
Timing IS everything. You might even be driving away high-intent users with nudges past 3 PM. (more on this in an upcoming series)
A case for nudges on Sundays 🔎
Insight #2: 62% of all conversions occur in the first half of the week, while 15% of users cross the pay wall on Sundays - on par with Fridays.
Across all regions, ~60% of all conversions occur within the first half of the week. Conversions start winding down after Thursday to a week’s low on Saturday until… *interestingly*, picking up the pace before the week even starts.
15% of conversions occur on the least noisy day of all - suggesting an opportunity to capture a high share of attention among B2C users with a well-timed nudge.
Takeaway: The goldilocks moment for a GTM nudge is somewhere between 7 AM to 12 PM from Mondays through Thursdays, while Sundays are an opportunity to cut through the noise.
America upgrades on Thursdays 🆙
Insight #3: In North America, 20% of all conversions occur on Thursdays.
Takeaway: The peak time for free-to-paid conversions in North America is 7 AM - 12 PM on Thursdays, with a similar spike on Sundays. For GTM teams optimizing for conversion rates, this is an opportunity to capture a larger share of attention than usual.