Conversion analysis
A structured review of how trial users move into paid plans, covering activation moments, paywall timing, and drop-off between first use and first invoice.
View detailsService Sequoia Hub
See where free trials become paying customers—and where they quietly stop.
We examine trial cohorts, onboarding friction, and paywall timing so product teams can act on conversion with evidence, not hunches.
Application analytics built around the conversion path
Subscription applications live or fade on the journey from first trial login to first invoice. Our work stays close to that path: activation milestones, upgrade prompts, billing cadence, and the quiet exits that never appear in a headline percentage.
Engagements are human-led. You receive working sessions, annotated findings, and ranked recommendations—not another login to manage.
Analyses you can commission
Each engagement is scoped to a concrete question about trial-to-paid conversion. Start with the flagship analysis, or choose a narrower review when you need focus.
Readiness review
A shorter diagnostic for teams preparing to launch or redesign a free trial. Focuses on whether the trial path is ready for serious conversion measurement.
View detailsFriction audit
A focused look at the steps between sign-up and first meaningful use, identifying where trialists lose momentum before they ever reach the paywall.
View detailsFollow-up check
A compact re-assessment after you have acted on earlier recommendations, confirming whether conversion patterns have shifted as expected.
View detailsFrom recent engagements
Teams share what changed after looking carefully at their trial cohorts and paywall timing.
“The cohort walkthrough showed that our strongest trialists hit value on day two, yet the upgrade prompt waited until day twelve. Moving that prompt earlier felt uncomfortable at first, but paid starts rose within a month. I still wish we had clearer finance-side numbers before we began; we spent an extra session gathering them.”
Amelia Croft · Head of Product, subscription reporting tool · Trial-to-paid conversion analysis
“We assumed the paywall was the problem. The friction audit pointed at three setup steps that never finished. After we removed two of them, more trialists reached the moment where payment even made sense.”
James Okonkwo · Founder, scheduling application · Onboarding friction audit
“Before we opened a longer trial for schools, the readiness review caught that we had no shared definition of ‘activated teacher.’ That alone saved us from measuring the wrong thing for a full term.”
Priya Nair · Growth lead, education subscription · Conversion readiness review
How an engagement unfolds
We begin with your trial design and billing context, walk recent cohorts together, and deliver a findings pack you can brief across product and finance. The method page sets out each phase in plain language.