If you have a good site with unique and constantly updated content, trials can bring people in to discover the wonders of belonging. If you have a site with static content that is just average or worse, of course you'll lose the trials. The whole point of the trial is to PROVE that a full membership is justified. Of course, even with a great site, you'll probably only keep a small percentage of the trial members, but all it takes is a small percentage over time to add up eventually to a pretty big membership base.
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Wonders of the Unseen World