A SaaS platform for team and project management came to us with low trial-to-paid conversion, high churn in SME accounts and difficulty scaling predictably without depending on organic growth.
The platform had a growing trial user base but with a chronically low conversion rate to paid plans. The onboarding journey was not demonstrating value fast enough to justify the purchase decision.
At the same time, churn in SME accounts was high. There was no churn prediction model and no proactive intervention process before accounts cancelled. The business was losing recurring revenue faster than it could replace it.
The goal was to build a structured growth engine: increase trial conversion, reduce churn and create the conditions to scale MRR in a predictable and sustainable way.
Low trial-to-paid conversion due to onboarding that did not demonstrate value fast enough
High churn in the SME segment with no prediction model and no proactive intervention process
No account segmentation and no differentiation by ICP, sector or usage pattern
No activation and conversion playbooks based on real user behaviour data
Lack of visibility over product and revenue KPIs with inconsistent or non-existent performance reports
We redesigned the growth strategy from real user behaviour. Every intervention was product-data driven, focused on converting at the right moment and building the retention mechanisms the business needed to scale predictably.
by user segment, identifying critical activation moments and the patterns that distinguish converters from drop-offs
with differentiation by sector, size and usage pattern to personalise the conversion and retention approach for each group
based on real usage data, defining the right actions at each stage of the user journey
to identify at-risk accounts before they cancel and trigger proactive retention interventions in time
with clear KPIs per funnel stage, weekly performance reports and a review cadence to stay focused on what moves the needle
for the product and growth team, with visibility over conversion, churn, MRR and the main business health indicators
