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B2B SaaS Company: 43% increase in trial-to-paid conversion within 90 days.

Low trial-to-paid conversion rate despite strong product-market fit.

+43%

Trial-to-paid conversion

+67%

Onboarding completion rate

< 1.2 seconds

Page load time

12 experiments

A/B tests run

Background

The situation before we started

This B2B SaaS company had strong product-market fit — customers who completed onboarding had a 94% retention rate at 12 months. But their trial-to-paid conversion was stuck at 8%, well below the industry benchmark of 15-25%. Analysis showed that 60% of trial users dropped off within the first three sessions. The existing onboarding was one-size-fits-all: every user saw the same five-step wizard regardless of their role, company size, or use case. The landing pages were functional but generic, with no personalisation and poor mobile performance.

The Challenge

Low trial-to-paid conversion rate despite strong product-market fit.

Our Approach

How we solved it

We ran a comprehensive conversion audit combining analytics data, session recordings, and user interviews to identify the specific friction points. We then redesigned the entire onboarding experience around three distinct user personas, each with a tailored journey that surfaced the features most relevant to their role. Landing pages were rebuilt with Next.js for sub-second load times, personalised messaging based on traffic source and industry, and clear social proof. We implemented a structured experimentation programme, running 12 A/B tests over 8 weeks. The highest-impact change was surprisingly simple: reducing the onboarding from five steps to three by deferring non-essential setup.