More trials converting to paid
Find exactly where trial users drop off and fix the experience before the clock runs out – without touching your product roadmap.
Faster time to aha moment
Get a full audit of your onboarding flow and a clear map of every friction point standing between signup and activation.
Fewer upgrades lost to pricing confusion
Know exactly which plan structure, anchoring, and CTA changes will turn upgrade intent into upgrade action.
Where retention is actually won or lost
Most churn happens long before the cancellation screen. I fix the three moments that decide whether a user stays or leaves.
Get a free teardown of your onboarding flow, trial experience, and pricing page – and leave with a clear picture of what to fix first.
Find out where you're losing revenue
TRUSTED BY SAAS TEAMS AT
ConversionLab has been absolutely fantastic for BetterWorld. A wealth of CRO experience combined with the ability to produce elegant designs and wrap thoughtful systems around.
“
Whit Hunter
CEO & Founder
BetterWorld
99.5 %
Increase in signups
By removing friction from BetterWorld's onboarding flow – no product changes required.
- Map your retention landscape
Tell me about your product, your funnel, and where you think the leaks are. I'll identify the three areas – trial conversion, onboarding, and pricing – that are most likely costing you revenue. - Audit your flows end-to-end
I go through your onboarding flow, trial experience, and pricing page with fresh eyes – looking for friction, drop-off points, and missed conversion opportunities your team is too close to see. I'll walk you through the teardown live on a 30-min call, not as a static doc you have to chase me to explain. - Get your findings and a clear path forward
You walk away with a prioritized breakdown of what's hurting retention, why it matters, and exactly what to fix first. If it's a fit to work together, we talk about that. If not, you've still got something actionable.
How your teardown works
- Your trial-to-paid conversion is lower than it should be – and you suspect the experience is the problem, not the product.
A 30-min strategy session where I walk you through a teardown of your onboarding flow, trial experience, or pricing page. I prep the teardown beforehand using the URL you submit, then we go through the findings live – friction points, conversion gaps, and a prioritized list of what to fix first.
Yes. No hidden commitment. The strategy session is my way of demonstrating how I work – if it's useful and you want to go further, we can talk about that. If not, you still walk away with something actionable.
The session itself is 30 minutes. I prep your teardown in the days between you submitting the form and our call – no need for access to your internal data, just your live product flows.
Partially. CS handles expansion and renewal conversations with existing paying customers. Product handles the underlying experience. But the conversion moments – trial-to-paid, onboarding-to-activation, free-to-upgrade – are A/B testing problems, and they sit with Growth or Marketing. I work on those specific moments, using the same testing discipline 
I apply to landing pages.
My work has the most impact when there's an existing user base to analyze. If you're pre-launch or in early alpha, the strategy session is less useful – but if you have trial users converting (or not converting), I can help.
Just fill out the form with your URL and a few details. I'll send a booking link within one business day and prep a teardown of your flow before we talk – no lengthy briefing documents or access credentials required upfront.
Frequently asked questions
- Users are signing up but not activating – they're not reaching the moment where your product clicks, and you're losing them before they ever see the value.
- Your pricing page isn't converting upgrades – you have users who should be on higher plans but something in the flow is killing the decision.
- You're responsible for retention but don't have a dedicated CRO resource – you know there are leaks in the funnel but lack the time or expertise to find and fix them systematically.
This is for you if...
More revenue from the users you already have
I find the conversion gaps in your onboarding, trial experience, and pricing page – and fix them with structured A/B testing, not guesswork.
Heatseeker
52% uplift
BetterWorld
99.5% signup increase
THE THREE MOMENTS
One person. Fully accountable.
Every teardown, every recommendation, every follow-up – done directly by Finge Holden, founder of ConversionLab. No juniors interpreting your funnel data. No account managers passing messages. The person who audits your onboarding flow is the same person who tells you exactly what to fix and why.
- No juniors. No handoffs.
The person who audits your page also writes the copy, builds the variant, and reads the results. - Message match from both sides.
An outside set of eyes. Your team is too close to see the friction. 12+ years of SaaS conversion experience spotting what you've stopped noticing. - 12+ years of B2B SaaS conversion.
This isn't general CRO applied to churn. It's focused specifically on the three moments where SaaS retention is won or lost – trial conversion, onboarding, and pricing. See how the testing methodology works
WHO YOU'RE WORKING WITH
Where retention is actually won or lost
Most churn happens long before the cancellation screen. I fix the three moments that decide whether a user stays or leaves – using the same structured testing program as acquisition.
THE THREE MOMENTS
How your teardown works
This is for you if...
THE PROCESS
WHO THIS IS FOR
CUSTOMER RETENTION – FOR B2B SAAS
Free · 30 minutes · No commitment
Free · 30 minutes · No commitment
© 2026 ConversionLab
ConversionLab is a Nordic CRO agency for B2B SaaS companies, serving clients across the Nordics, Europe, and North America. I run structured A/B testing on landing pages, trial flows, and pricing pages to increase conversion rates and reduce customer acquisition cost – without requiring changes to your product or ad spend.
