Growth & Strategy
Personas
SaaS & Startup
Time to ROI
Medium-term (3-6 months)
Last year, I was brought in as a freelance consultant for a B2B SaaS that was drowning in signups but starving for paying customers. Their metrics told a frustrating story: lots of new users daily, most using the product for exactly one day, then vanishing. Almost no conversions after the free trial.
The marketing team was celebrating their "success" — popups, aggressive CTAs, and paid ads were driving signup numbers up. But I knew we were optimizing for the wrong thing.
Most businesses face this exact challenge. You've built the perfect trial landing page, optimized every conversion element, but your onboarding feels broken. Users sign up, look around, and disappear faster than you can say "activation rate."
Here's what you'll learn from my experience fixing a broken onboarding funnel:
Why making signup harder can dramatically improve user quality
The counterintuitive onboarding strategy that doubled conversion rates
How to identify when your funnel is optimizing for the wrong metrics
A step-by-step framework for creating friction that filters quality users
The psychology behind why barriers actually increase commitment
This approach completely changed how I think about user acquisition and onboarding design.
Industry Knowledge
What every SaaS founder has already heard
Walk into any startup accelerator or read any growth blog, and you'll hear the same onboarding gospel repeated everywhere:
Reduce friction at all costs. The conventional wisdom preaches that every additional step, every extra form field, every moment of hesitation is a conversion killer. The industry has built an entire philosophy around this:
Make signup instant: Social logins, one-click registrations, skip email verification
Minimize form fields: Ask for name and email only, gather data later
Progressive onboarding: Show value first, educate gradually
Gamify everything: Progress bars, completion percentages, achievement badges
Optimize for volume: More signups equals more conversions, right?
This advice isn't wrong — it's just incomplete. It treats all signups as equal, assuming that someone who'll bounce after five minutes has the same potential as someone willing to invest time understanding your product.
The problem? This approach optimizes for departmental KPIs instead of business outcomes. Marketing celebrates signup rates. Product celebrates activation percentages. But nobody's optimizing for the quality of users who actually convert to paying customers.
Most SaaS companies end up in a cycle: high signup volume, low engagement, terrible conversion rates, and confused teams wondering why their "successful" acquisition isn't translating to revenue.
What if the solution isn't removing friction — but strategically adding it?
Consider me as your business complice.
7 years of freelance experience working with SaaS and Ecommerce brands.
When I started working with this B2B SaaS client, the metrics painted a clear picture of dysfunction:
Hundreds of signups weekly from paid ads and content
90% of users never returned after day one
Trial-to-paid conversion rate stuck at 2%
Support overwhelmed with basic questions from unqualified users
The client was frustrated. They'd invested heavily in growth tactics that drove traffic, but something fundamental was broken in their funnel.
My first instinct was wrong. Like most consultants, I started with the obvious solution: improve the post-signup experience. We built an interactive product tour, simplified the UX, reduced friction points. The engagement improved slightly — nothing dramatic. The core problem remained untouched.
Then I dug deeper into the user data. Most signups came from cold traffic — paid ads and organic search. These users had no context about the product, no understanding of the problem it solved, and no investment in finding a solution.
The aggressive conversion tactics meant anyone with a pulse and an email address could sign up. A marketing manager researching competitors. A student working on a project. Random browsers who clicked through because the ad looked interesting.
We were solving the wrong problem. The issue wasn't post-signup onboarding — it was pre-signup qualification. We were letting everyone in, then wondering why most people weren't engaged.
That's when I proposed something that made my client uncomfortable: make signup harder.
Here's my playbook
What I ended up doing and the results.
Instead of optimizing for signup volume, I restructured the entire approach around user quality. Here's exactly what we implemented:
Step 1: Added Strategic Friction to Signup
We completely redesigned the signup process to include qualifying questions:
Company size (eliminated students and individual users)
Role (filtered for decision-makers and actual users)
Current solution (identified users with existing pain points)
Implementation timeline (separated serious evaluators from casual browsers)
Required credit card upfront (eliminated tire-kickers completely)
Step 2: Redesigned the Value Messaging
Instead of generic "try it free" messaging, we created specific value propositions for qualified users:
"For marketing teams managing 5+ campaigns" (targeted messaging)
"Replace your current workflow in 14 days" (specific outcome)
"Free implementation call included" (high-touch support)
Step 3: Implemented Qualification-Based Onboarding
Based on signup answers, users received customized onboarding paths:
Enterprise track: Personal demo scheduling, dedicated CSM, custom setup
SMB track: Self-serve tutorials, template library, community access
Evaluation track: Comparison guides, ROI calculators, case studies
Step 4: Created Commitment Mechanisms
We built in multiple commitment points to increase investment:
Required users to complete a "business impact assessment"
Asked them to set specific goals for the trial period
Scheduled milestone check-ins at days 3, 7, and 14
The psychology was simple: people value what they work for. By requiring investment upfront, we filtered for users who were genuinely motivated to succeed.
Qualification Filters
Added strategic friction to identify serious users before they entered the trial, eliminating casual browsers and unqualified leads.
Customized Paths
Created different onboarding flows based on user answers, ensuring each person received relevant information for their situation.
Commitment Points
Built investment mechanisms throughout signup to increase user motivation and follow-through during the trial period.
Quality Metrics
Shifted focus from signup volume to user engagement and trial completion rates, measuring success differently.
The transformation was dramatic, though not immediate. Here's what happened:
Month 1: The Volume Drop
Signups decreased by 60% (my client almost panicked)
But trial completion rate jumped from 15% to 45%
Support tickets per user dropped by 70%
Month 2: The Quality Improvement
Trial-to-paid conversion reached 8% (4x improvement)
Average customer value increased 40%
User engagement metrics improved across all features
Month 3: The Business Impact
Monthly recurring revenue grew 35% despite fewer signups
Customer acquisition cost decreased 25%
Sales team could focus on qualified prospects
The most surprising result? Qualified users actually preferred the friction. They felt more confident that the product was serious and professional, not just another "freemium" tool.
What I've learned and the mistakes I've made.
Sharing so you don't make them.
This experience completely changed how I approach onboarding design. Here are the key insights:
Friction isn't always bad: The right barriers filter for quality while building commitment from serious users.
Optimize for business outcomes, not vanity metrics: Signup volume means nothing if those users don't convert or engage.
Qualification beats conversion optimization: It's easier to onboard the right users than to convert the wrong ones.
Investment creates attachment: Users who work to access something value it more than those who get it easily.
Context determines experience: Different user types need completely different onboarding approaches.
Credit card requirements work: They eliminate non-serious users while signaling product confidence.
Support teams are canaries: If they're overwhelmed with basic questions, your qualification is broken.
The biggest lesson? Sometimes the best onboarding strategy is preventing the wrong people from signing up. This approach works especially well for B2B SaaS, complex products, or any solution that requires behavior change.
When everyone's optimizing for volume, optimizing for quality becomes a competitive advantage.
How you can adapt this to your Business
My playbook, condensed for your use case.
For your SaaS / Startup
For SaaS startups looking to implement this approach:
Start with qualifying questions before trial access
Require credit card for serious evaluation prospects
Create role-specific onboarding flows
Track engagement metrics over signup volume
For your Ecommerce store
For ecommerce stores adapting this strategy:
Use progressive profiling for high-value product categories
Create VIP access for premium customer segments
Implement consultation requirements for complex purchases
Focus on customer lifetime value over transaction volume