SaaS free trial
Landing page to sign-up, an activation milestone inside the product, and the trial-to-paid conversion.
How this funnel works
For a time-boxed trial the number that predicts revenue is activation: did the user reach the moment the product is useful before the trial ended. Map that milestone as a custom event between sign-up and paid so the canvas shows whether the leak is at the sign-up form or inside the product.
Benchmarks
Low, typical, and high values a marketer would recognize. The forecast preset uses the typical column.
| Step | Low | Typical | High |
|---|---|---|---|
Landing page to sign-up page Conversion rate · paid search and organic mix | 8% | 15% | 25% |
Sign-up completion Conversion rate · email plus password or Google sign-in | 30% | 45% | 60% |
Activated in trial Conversion rate · reached the core value moment | 25% | 40% | 60% |
Trial to paid Conversion rate · opt-in trials without a card | 10% | 20% | 35% |
Paid search CPC Cost per click · B2B software keywords, US | $2.00 | $4.50 | $10.00 |
Setup checklist
In the app, items flip to done when the Setup Assistant verifies the matching node.
- 1Landing page tracked
- 2Sign-up page tracked
- 3Sign-up captured as a form event and identify with the email
- 4Onboarding pages tracked inside the app (SPA mode on)
- 5Activation milestone sent as a custom event
- 6Subscription created sent by Stripe webhook as a purchase
More saas templates
All in this categoryFreemium upgrade
Free accounts hit a limit or a locked feature, see the upgrade prompt, and convert to a paid plan.
B2B demo request
Paid search and LinkedIn to a demo page, a request form, a qualification call, the demo, and a closed deal.