Scenario · SaaS
A SaaS team had optimized for sign-ups while activation and paid conversion remained disconnected. We defined useful product behavior, set a sales handoff for appropriate accounts and reviewed acquired cohorts through subscription retention.
50 → 80
10% → 12.5%
80% → 90%
Comparable reporting periods
A SaaS team had optimized for sign-ups while activation and paid conversion remained disconnected.
The work focused on new paid subscriptions, trial-to-paid conversion, 90-day paid subscription retention. Monthly recurring revenue used a fixed subscription price and excluded expansion, usage fees and refunds. Retention was cohort-specific, not net revenue retention.
Which activity helped new paid subscriptions, and what happened at the next decision?
What we did
The priority was new paid subscriptions. The team used trial-to-paid conversion and 90-day paid subscription retention to assess the next stages, with a clear distinction between activity and accepted outcomes.
We defined useful product behavior, set a sales handoff for appropriate accounts and reviewed acquired cohorts through subscription retention.
The team compared new paid subscriptions, trial-to-paid conversion, 90-day paid subscription retention across the agreed reporting periods. Monthly recurring revenue used a fixed subscription price and excluded expansion, usage fees and refunds. Retention was cohort-specific, not net revenue retention.
New paid subscriptions moved from 50 to 80. Trial-to-paid conversion moved from 10% to 12.5%. 90-day paid subscription retention moved from 80% to 90%.
Monthly recurring revenue used a fixed subscription price and excluded expansion, usage fees and refunds. Retention was cohort-specific, not net revenue retention.
We calculated relative changes from the baseline and comparison values and reported conversion or retention changes in percentage points. We rounded displayed changes to one decimal place where needed. The figures did not establish that marketing caused the outcome.
Measurement window: Two comparable 90-day trial cohorts, with a further 90-day subscription check.
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