Bottom Line If you ask for a credit card up front, expect just 2% of visitors to try your service, and 50% of them to use it. If you don’t ask for a credit card, expect 10% to try, and up to 25% to buy — but if they’re surprised by a payment, you’ll lose them quickly. In our preceding example, not having a credit card up front gives you a 40% increase in conversions, provided you can tailor your selling efforts to each segment of your evaluators based on their activity.
