18h/week recovered
Replaced 6 weekly manual reports with automated dashboards and email digests. Team saved 18 hours per week.
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A B2B SaaS platform with 2,000 monthly trial signups was converting only 8% to paid. Their onboarding flow was a seven-step wizard that asked for too much information upfront and didn’t demonstrate the product’s core value until step five. Users were dropping off at step three, and the ones who made it through weren’t reaching the “aha moment” fast enough.
We ran a full-funnel audit combining GA4 event data, Hotjar session recordings, and exit survey responses. The data pointed to three problems: cognitive overload in early steps, unclear value proposition during setup, and a disconnect between the onboarding flow and the user’s actual job-to-be-done. Our approach was to reverse the flow — show value first, collect details later.
We redesigned the onboarding from seven steps to three. Step one: a single-question use case selector that immediately personalised the experience. Step two: a pre-populated workspace with sample data matching their use case, so users saw the product working before configuring anything. Step three: a focused setup completing only the essentials (team invite, integrations). We built the entire flow in Next.js with server-rendered personalisation and instrumented every interaction with custom GA4 events for ongoing optimisation.
Trial-to-paid conversion jumped from 8% to 19% within six weeks of launching the new flow. Time to value (the point where users engage with a core feature) dropped by 62%. Onboarding-related support tickets decreased by 45%. The product team estimated the improvement was worth £180k in annual recurring revenue based on their average contract value.
Replaced 6 weekly manual reports with automated dashboards and email digests. Team saved 18 hours per week.
Built an AI triage system that auto-categorises and routes 80% of support tickets. Average resolution time dropped by 55%.
Replaced a manual lead qualification process. Time to first contact dropped from 4 hours to 4 minutes.
