Trial users complete the trial and still do not convert | SaaS & Technology

What it costs you today

People are finishing your trial. They are not converting. Your follow-up email sequence gets opens and no replies. The ones who respond say "still evaluating" until they go quiet. You do not know if it is price, a missing feature, a competitor, or an internal budget conversation that killed the decision.

How RadRoot is used here

RadRoot sends a five-question adaptive interview to trial users who do not convert within 72 hours of trial end. The adaptive nature means "feature gap" leads to how critical it is to their workflow. You get structured intelligence instead of silence.

The file you would upload

A HubSpot CRM - Trial Expirations export. One row is one trial user who did not convert. RadRoot reads the whole row, so every question can name something the person already knows is true.

Trial ID	Contact Name	Contact Email	Job Title	Company Name	Trial Start Date	Trial End Date
TRL-8834	Marcus Chen	marcus.chen@velco-systems.example.com	VP of Engineering	Velco Systems	2026-01-12	2026-02-11
TRL-8901	Diana Foster	d.foster@brighthaven-tech.example.com	Director of IT	Brighthaven Tech	2026-01-18	2026-02-17
TRL-8967	Kevin Patel	kpatel@summitlogistics.example.org	CTO	Summit Logistics Inc	2026-01-25	2026-02-24
TRL-9012	Rachel Nguyen	rachel.nguyen@ironclad-consulting.example.net	Senior Product Manager	Ironclad Consulting	2026-01-29	2026-02-28
TRL-9078	Brandon Walsh	b.walsh@northpoint-media.example.com	Head of Operations	Northpoint Media Group	2026-02-03	2026-03-05

First 5 of 20 rows, first 7 of 14 columns. RadRoot interviewed the prospect on each row, and 7 of 20 answered.

One interview, exactly as it ran

Six options every time, including the ones that reflect badly on whoever sent it. Each question was written after the answer above it landed.

Q1Your Summit Logistics trial ended on February 24th after 52 activities and strong feature adoption. What is the main reason you have not yet moved forward with a paid plan?

·The tool does not integrate with our existing warehouse management system
·We are still evaluating two other platforms and have not made a final decision
✓We need to complete internal approval processes before any purchase above $10k
·Our team stopped using the trial after the first two weeks and we lost momentum
·The feature set was not comprehensive enough to justify the annual cost
·We have a hiring freeze and cannot onboard the additional admin resources this would require

Q2You mentioned needing internal approval for purchases above $10k. What specific step in that process is happening right now?

·We are waiting for finance to confirm budget availability for this quarter
✓Our security team is preparing the vendor assessment questionnaire
·My manager is reviewing the business case I submitted last week
·Procurement is collecting quotes from two other vendors for comparison
·Legal is reviewing the terms of your standard contract
·We are waiting for the new VP of Operations to start next month before moving forward

Q3Your security team is preparing the vendor assessment. Did you or your team initiate that process during the trial period?

·Yes, we submitted the request to security during the second week of the trial
·Yes, we started the security review on the last day of the trial period
·No, we were not aware a security review was required until after the trial ended
✓No, we waited until after the trial to start the security review
·No, our security team was backlogged and could not begin until this month
·No, we wanted to see if the trial proved value before investing time in a security review

Q4Since the security review started after the trial ended, how would you describe your intent to purchase once that review is complete?

✓We are committed to purchasing if the security review passes
·We are very likely to purchase assuming no major security concerns are found
·We will probably purchase but want to see the final security report before deciding
·We are uncertain and will need to reassess budget and priorities once the review is done
·We are exploring other options in parallel and may not purchase even if the review passes
·We are unlikely to purchase because our needs have changed since the trial ended

Q5You are committed to purchasing after the security review. Who at Summit Logistics has final sign-off authority on the contract?

·Our VP of Operations has final sign-off for any contract in this category
✓I have authority up to $25k and this falls within my approval limit
·I need my director to co-sign because this is a multi-year commitment
·Our CFO must approve all software contracts regardless of amount
·Our procurement team signs all vendor agreements after internal approvals are complete
·I share approval authority with our IT director and we both need to sign

The verdict it produced

Written for whoever ran the campaign. The respondent never sees it.

Kevin found the product met his technical needs but could not purchase without completing a security review required for all SaaS tools above $10k. The review was not started during the trial and is now underway. He has direct signing authority for the $18k contract and is committed to purchasing once security clears. The deal is stalled on process, not value. Sending a pre-completed security questionnaire will likely move this forward quickly.

procurement friction negative high confidence

The $18k annual contract value triggered a formal approval process that requires security review for any SaaS tool above $10k.

security review mixed high confidence

The security team is currently preparing a vendor assessment questionnaire that must be completed before purchase.

timing gap negative high confidence

The security review was not initiated during the trial period and only began after the trial ended.

deal status positive high confidence

The prospect is committed to purchasing once the security review passes and the deal is not at risk of being lost.

budget authority positive high confidence

The respondent has approval authority up to $25k and the $18k contract falls within their direct signing limit.

See this on your own data

Fifteen minutes, screen to screen. We run your real question through RadRoot while you watch, and you leave with the follow-up it wrote and a price.

Book 15 minutes Answer one yourself