A conversion analysis moves faster when the product owner arrives with context, not raw exports alone. Begin with a plain-language description of who the trial is for and what success looks like inside the free period.
Assemble anonymised summaries for a recent cohort: how many started, how many reached first meaningful use, how many saw the paywall, and how many paid. Exact tooling matters less than consistent definitions.
Collect screenshots or a short walkthrough of onboarding, upgrade prompts, and the paid plan comparison. Note any experiments that ran during the cohort window so those periods can be set aside or labelled.
List known constraints: contractual trial lengths, finance approval rules, or regions where billing works differently. Analysts who understand those boundaries write recommendations you can actually ship.
Finally, nominate one decision-maker for the findings review. Conversion work often touches product, marketing, and finance; without a clear owner, even a sharp findings pack drifts.