Growth-stage B2B SaaS: Trial-to-paid conversion 6% to 8% via cohorts and pricing tests.
The Friction Point
A growth-stage B2B SaaS with a self-serve free trial was converting below category benchmarks. Product analytics and CRM data lived in separate tools, so nobody could tell which activation behaviors actually predicted paid conversion, and pricing was set by feel.
The Systemic Intervention
Unify product usage with CRM, define the activation signals that actually correlated with paid conversion, and run cohort-based recommendation and pricing experiments with statistical rigor over a defined engagement window.
What we built
Data & Experimentation
Product events piped into the warehouse alongside CRM and billing. Cohort model tied engagement depth to paid conversion probability. Sequenced experiment backlog.
CRM & Revenue Systems
Lifecycle stages rebuilt around real activation signals, not calendar days. In-app and email nudges triggered by cohort membership.
Revenue Engineering
Cohort-targeted plan recommendations, packaging tests, and price-point experiments. Every test pre-registered with a stopping rule.
The Statistical Proof
The Compounding Economic Result
A 33% relative lift in trial-to-paid, on identical top-of-funnel volume, expands ARR without expanding acquisition spend. Payback period shortens as more of the same trial cohort converts to paid, and LTV expands as cohort-targeted plan recommendations move users into higher-fit packaging. The activation model and pricing test framework remain in production, so future product and pricing changes are evaluated against the same rigorous baseline rather than relaunched from scratch.
"For the first time, our growth efforts are measurable. We can see what's working, why it's working, and scale it with confidence."