Fixing Friction: How We Turned Drop-Offs Into Conversions

Despite a strong product and steady traffic, this SaaS company was losing users before they ever reached the trial. Something in the sign-up flow was creating hesitation, and we set out to find out what—and fix it.

Industry

B2B SaaS Cloud Service

Service

CRO
Web Analytics

Year

2022

Location

LATAM

The Challenge

To address low conversions and high CPL, we analyzed the client’s purchase flow against competitors like AWS and Google Cloud. The case study revealed key UX issues during purchase and free trial sign-up, with the goal of improving user experience to boost conversions and reduce CPL.

The Solution

We focused on solving drop-offs in clients’ user journeys through a mix of competitor analysis and user research.

Credit Card Removal: We identified the credit card requirement as the main friction point for free trials and eliminated it.
Simplified Purchase Flow: We streamlined the process to under 5 steps, aligning with competitors and reducing friction.
Behavior Analysis: Using GA, Mixpanel, and Hotjar, we tracked user drop-offs and engagement across the funnel.
User Research: Surveys and interviews revealed trust concerns around entering credit card info, helping us understand the psychological barriers.

By combining analytics with real user feedback, we built a strategy that tackled both behavior and mindset.

The Results

Removing friction from the free-trial flow had an immediate impact on performance. Conversion rates increased by 30%, while cost per lead improved by 20%. The simplified sign-up process also drove a 35% reduction in customer acquisition cost.

Beyond the numbers, user feedback showed higher trust and satisfaction with the onboarding experience. By addressing a single friction point—the credit card requirement—the company saw more engaged trial users and stronger progression into paid plans.