Intent
Who came to do what?
Segment by acquisition context, selected goal and early behaviour so unlike users are not blended together.
- Acquisition quality
- Jobs and use cases
- New vs returning users
The Conversion Lab
One funnel.
Four investigative lenses.
A structured working process for turning your freemium journey into testable product decisions—without mistaking correlation for an answer.
Bring a funnel to the labHow we investigate
Conversion is a chain of behaviour, not a single percentage.
The lab separates who arrived, what value they reached, which offer they saw and what happened at billing. That separation makes the next experiment far easier to choose.
Value
Who reached the promise?
Define meaningful activation and identify the sequence, timing and depth that predicts retained use.
- Activation milestones
- Time to first value
- Habit-forming behaviour
Offer
Who understood the upgrade?
Assess paywall eligibility, exposure and plan selection in the context of value already received.
- Paywall timing
- Plan comprehension
- Trial eligibility
Friction
Who intended to pay but could not?
Separate weak intent from technical, billing or expectation failures around the point of purchase.
- Checkout errors
- Trial completion
- Refund and renewal quality
The evidence board
Every finding earns its place.
We document the signal, its limitations and the decision it informs. Where tracking is incomplete, we say so and design the smallest validation needed.
High confidenceUsers reaching a second value event convert at a meaningfully higher rate.Observed across four mature signup cohorts
Needs validationEarlier paywall exposure may improve trial starts for one intent segment.Sample is currently limited
What leaves the lab
A decision system your team can keep using.
Verified funnel map
Definitions, denominators, windows and known data limitations in one place.
Conversion opportunity map
Prioritised friction points connected to addressable user segments.
Experiment briefs
Testable hypotheses with primary metrics, guardrails and interpretation rules.
Open a case
Bring the conversion question your dashboard cannot answer.
Tell us where the journey feels uncertain. We will recommend a practical service scope.
Request a working session