GrowthLens
SaaS Conversion Rate Optimisation Services
For B2B SaaS and technology teams with demand arriving, but too little of it becoming qualified pipeline, activated accounts or paying customers.
A free 20-minute call. No commitment.
You may have a demo page that underperforms, a trial full of accounts that never activate, or paid and organic traffic that produces visits but few qualified conversations. The first job is to find where the right buyers are being lost, and what is most worth changing first.
I look at one path at a time: the search or ad that brings someone in, the page they land on, the demo request or signup, and what happens after it. You get a named constraint, the evidence for it and a short list of changes your team can ship.
Conversion work starts before the page
A conversion rate is the end of a chain. Someone had a problem, searched or saw an ad, clicked a result that made a promise, landed on a page, and decided whether the next step was worth their time. If the wrong person clicked, or the right person clicked on a promise the page did not keep, a new button will not fix it.
So I start before the page, with three things:
Acquisition quality
Acquisition quality is whether the people arriving could ever become customers. I review it by source, campaign and search cluster, then follow it into the CRM or product where the data allows.
ICP and customer language
The ICP is who the product is for and who is involved in buying it. I look at how those people describe the problem in sales calls, support tickets and reviews, and compare it with the words on the page.
Buyer intent
Intent is what the visitor was trying to do when they clicked. Someone comparing two vendors needs a different page and a different next step from someone who has only just named the problem.
Only then do I look at the page, the form and the call to action. Sometimes the page really is the constraint. Often it is carrying the blame for a mismatch that started one step earlier.
Three buying motions, three different conversion problems
“SaaS conversion” means different work depending on how your product is bought.
Sales-led
The conversion is a demo request or a contact form, and the outcome that matters is an opportunity sales accepts. A demo page can convert well and still fill the calendar with people who were never going to buy. I look at what the page promises, what the form asks, how requests are qualified and what sales says about the conversations that follow. I judge the page by the opportunities sales accepts.
Self-serve
The conversion is a signup, and the signup is only an entry point. Value appears when a new account completes the action that made the product worth trying, and revenue appears when that account upgrades. I look at the promise that brought the user in, the signup and setup steps, the first session and the point where the product asks for payment.
Hybrid and technical products
Many B2B products run both motions at once. A developer or an operator tries the product, and a buyer with budget talks to sales later. Technical evaluators want documentation, security and integration detail before they will talk to anyone. Here the work is deciding which visitor gets which path, so the person who wants to try is not forced into a call, and the person who needs a conversation is not left alone in a trial.
If you are not sure which motion a given page should serve, that is usually the first finding.
How I work: Diagnose, Validate, Experiment
The work has three modes. Which one comes next depends on what you already know about the path.
Diagnose
I find where the right people are lost and why. The inputs are customer and voice-of-customer evidence, sales and support insight, search and acquisition intent, analytics, behavioural data such as recordings and form analytics, and a review of the path and the competitors a buyer compares you with. The output is a named constraint with the evidence for it.
Validate
Once there is a proposed fix, I reduce the risk of building the wrong thing. That can mean testing a message with people who match the ICP, putting a prototype or a draft page in front of buyers, gathering qualitative evidence from sales conversations, or rolling a change out to one segment first. Options are ranked by commercial weight, so the change tied to the most valuable demand comes first.
Experiment
Where a page has stable traffic, one clear conversion event and enough volume to produce a credible answer, I design and run a controlled test. Where it does not, I say so and stay in the first two modes.
Experimentation here means reducing uncertainty before you commit engineering time. An A/B test is one way to do that, and for a smaller SaaS team it is often a later one.
When A/B testing is not the right next step
Continuous A/B testing suits a product with high, steady traffic. A smaller B2B SaaS company is usually in a different position.
A test needs enough conversions in each variant to separate a real difference from noise, and a demo page with a modest number of requests a month can take a long time to get there. The event being counted is also far from revenue. A variant can win on form fills and lose on accepted opportunities, and with a long sales cycle that only shows up later.
A test is the wrong next step when:
- nobody can yet say where on the path qualified buyers are being lost
- the conversion event is a form fill that sales does not trust
- traffic to the page is a changing mix of campaigns and sources
- the change under discussion is structural, such as positioning, the offer or the qualification model
- the result would arrive after the decision has to be made
In those cases I reduce uncertainty with evidence first. A before-and-after comparison is reported as an observation, and your engineers are only asked to build variants for a test that can conclude.
When the conditions are there, I set up and run the test. Between us we have worked with VWO, Optimizely, PostHog, Amplitude, Hotjar and Microsoft Clarity, and we prototype in Figma.
Where the work starts: two diagnostics
The work begins with one fixed-scope diagnostic on one defined path. Which one depends on where demand is being lost.
Paid Funnel & Conversion Diagnostic
This one is for teams already paying for the click. It follows one defined path from the ad to the commercial outcome and finds where confidence, context or momentum is lost. I look at:
- whether the page picks up what the ad, creative or keyword promised
- whether a buyer has enough to decide: offer, proof, objections, risk and price clarity
- the mechanism step by step, including the landing page, qualification and booking
- where people hesitate, restart, abandon or rule themselves out
It ends with a clear recommendation on what to change, validate or leave alone.
Signup-to-Activation Diagnostic
This one is for products where acquisition delivers signups and too few of them become activated, paying customers. It maps what was promised before signup against what the first sessions deliver. I look at:
- what acquisition led users to expect, and what the product shows them first
- the effort required before value arrives: fields, integrations, invitations and imports
- what counts as first value, whether users reach it and how long that takes
- whether the activation event is the right one, is instrumented and predicts paid conversion
- the timing and framing of the paywall and the trial-to-paid moment
What you receive from either one
- a map of the path, with the numbers available at each step and how far each can be trusted
- the constraint and its evidence, with findings and hypotheses labelled separately
- a prioritised roadmap, with each change marked fix now, validate first or test
- one build-ready blueprint for the highest-value page, form or flow
- a measurement plan: what to record before the change and what to read afterwards
- a live walkthrough with the people who will do the work
Scope and fee are agreed before the diagnostic begins. Each recommended change comes with a measurable hypothesis and a baseline, so you can judge whether it worked.
After a diagnostic
Some teams implement the findings in-house. Others want continued support, in one of three ways.
Search-to-Conversion Sprint
The Sprint is a focused six-week engagement to improve one priority path from search or paid acquisition through the commercial page to a demo or signup, based on the diagnostic.
Search & Conversion Foundation
The Foundation is a six-to-twelve-week engagement to establish the search-demand, commercial-page and measurement foundations needed before ongoing optimisation.
Search & Conversion Partner
The Partner option is an ongoing partnership for teams that want continued support across search, commercial pages, conversion and learning.
Media buying, bulk content production, lifecycle email, retention and expansion sit outside this work. If the constraint turns out to be in one of those areas, I will say so and point to who should own it.
Start with one path
If demand is arriving and too little of it becomes qualified pipeline or activated accounts, request an Opportunity Review. I’ll look at one priority path with you, tell you where I think the constraint sits, and whether one of the two diagnostics is the right next step or something smaller would do.
A free 20-minute call. No commitment.