---
name: freemium-optimization
description: >-
  Freemium and free trial conversion optimization — activation flow design,
  paywall placement, upgrade triggers, PQL scoring, time-to-value reduction,
  and freemium monetization models. Use when optimizing freemium conversion,
  designing free-to-paid upgrade paths, or balancing free vs premium features.
  Triggers on: "freemium optimization", "free trial conversion", "PQL scoring",
  "activation flow", "paywall design", "freemium to paid".
license: MIT
compatibility: Claude Code, Cursor, Codex, Hermes, Windsurf, OpenCode, Gemini CLI, Copilot, Zed, VS Code, Goose
metadata:
  version: "2.0.0"
  author: LeadMagic
  category: product-led-growth
  tags: [freemium, free-trial, conversion, pql, activation, paywall, plg]
  related_skills: [plg-strategy, growth-experimentation, onboarding-flow, pricing-psychology, a-b-testing]
  frameworks:
    - "OpenView — Product-Led Growth benchmarks"
    - "Elena Verna (Reforge/Amplitude) — PLG growth models"
    - "Wes Bush — Product-Led Onboarding"
    - "Lenny Rachitsky — PLG conversion benchmarks"
    - "Brian Balfour (Reforge) — Activation and retention"
---

# Freemium Optimization

## Overview

"Free" gets users. "Free" doesn't pay the bills. The gap between free and paid
is where most PLG companies die. The mistake: giving away too much for free
(users never upgrade) or too little (users never activate). This skill covers
the complete freemium optimization playbook: activation design, paywall
placement, upgrade triggers, and PQL scoring.

## Frameworks Referenced

This skill is grounded in public frameworks and source material relevant to the task:

- **OpenView — Product-Led Growth benchmarks.** Use the relevant method or published guidance where it improves the requested deliverable; do not cite it as decoration.
- **Elena Verna (Reforge/Amplitude) — PLG growth models.** Use the relevant method or published guidance where it improves the requested deliverable; do not cite it as decoration.
- **Wes Bush — Product-Led Onboarding.** Use the relevant method or published guidance where it improves the requested deliverable; do not cite it as decoration.
- **Lenny Rachitsky — PLG conversion benchmarks.** Use the relevant method or published guidance where it improves the requested deliverable; do not cite it as decoration.
- **Brian Balfour (Reforge) — Activation and retention.** Use the relevant method or published guidance where it improves the requested deliverable; do not cite it as decoration.

## When to Use

Trigger phrases: "freemium conversion", "free trial optimization", "PQL score",
"activation flow design", "paywall placement", "upgrade trigger design"

## Step-by-Step Process

### Phase 1: The Freemium Model Decision

**3 models (pick one):** Free plan (forever free, limited), Free trial (full
product, time-limited), Freemium + trial (free plan + time-limited premium).

**What to put in free:** Enough to activate and experience value. NOT enough
to get the full job done forever. Usage limit. Feature limit. Support limit.
Pick 2.

### Phase 2: Activation Design

**The activation moment:** The point where a free user experiences your core
value for the first time. Define it. Measure time-to-activation. Optimize it
ruthlessly. Target: under 7 days.

**Activation flow:** Guided setup. Sample data. First value delivered within
the flow itself. Empty states filled with "here's what you'll see."

### Phase 3: Paywall Design

**When to show the paywall:** AFTER activation, BEFORE habit. User has
experienced value (activation complete) but isn't yet a daily user (habit
not formed). This is the conversion sweet spot.

**Paywall triggers:** Usage limit reached. Feature in paid tier requested.
Team invites sent (collaboration requires paid). Time-based trial expiration.

### Phase 4: PQL (Product-Qualified Lead) Scoring

Score = (Activation: 30) + (Usage depth: 25) + (Frequency: 20) + (ICP fit: 15) + (Expansion signals: 10).
Score > 70: immediate sales outreach. 50-69: nurture. <50: focus on activation.

## Implementation Checklist

- [ ] Activation moment defined and measured (time-to-activation < 7 days)
- [ ] Free tier is "enough to love, not enough to stay forever"
- [ ] Paywall displayed after activation, not before
- [ ] PQL scoring model built with 5+ dimensions
- [ ] Free-to-paid conversion funnel measured weekly

## Common Pitfalls

1. **Free tier that replaces paid.** If free does 90% of what paid does, nobody
   upgrades. Fix: Free = enough to activate. Paid = where the real work happens.
2. **Paywall before value.** User sees a paywall before they've experienced
   the product. They leave. Fix: Paywall AFTER activation milestone.
3. **No PQL model.** Every freemium user treated equally. High-intent users
   missed. Fix: PQL scoring routes high-intent users to sales.


## Output Format

The agent should produce a structured deliverable:

```markdown
# [Deliverable Title]

## Summary
[1-2 sentence summary of what was produced]

## Key Outputs
- [Output item 1]
- [Output item 2]
- [Output item 3]
```

## Quality Check

Before delivering, verify:
- [ ] All required sections complete
- [ ] Output matches the user's stated need
- [ ] No vague or unsupported claims
- [ ] Frameworks cited where applicable

## Related Skills

- `plg-strategy` — Full PLG strategy
- `growth-experimentation` — A/B testing paywall variants
- `pricing-psychology` — Pricing page conversion