SaaS & Technology
How Thero raised trial-to-paid conversion 58% with a rebuilt onboarding funnel
A product-led SaaS company had strong signups but a leaky trial-to-paid funnel — and no attribution linking which acquisition channels actually produced customers who converted. Tensor closed both gaps.
PUBLISHED
READING TIME
7 min read
COMPANY SIZE
50–100 employees
PROJECT TYPE
Conversion & CRO
CLIENT
Thero
ABOUT THE CLIENT
Thero builds project management software for creative agencies, growing primarily through a self-serve free trial. Signup volume was healthy, but the team lacked visibility into where trials were dropping off — or which acquisition channels produced trials that actually converted.
Plenty of signups, not enough customers
Thero's marketing team was optimizing for trial signups because that was the only number they could see cleanly — but trial-to-paid conversion had quietly drifted down for two straight quarters, and nobody could tell whether it was a product problem, an onboarding problem, or a lead-quality problem coming from the wrong channels.
Attribution and onboarding, fixed together
Tensor connected acquisition-channel data to in-product activation events, revealing that trials from two paid channels converted at less than half the rate of organic and referral trials. In parallel, session-data-informed onboarding changes were shipped to close the biggest activation drop-off points, and budget was reallocated toward the channels actually producing paying customers.
A funnel the whole team can finally see
Trial-to-paid conversion rose 58% within two months of the onboarding changes shipping, and the marketing team reallocated a third of its paid budget away from channels that were producing signups but not customers — improving both funnel efficiency and CAC in the same quarter.
58%
increase in trial-to-paid conversion
2.3x
higher-quality trials from reallocated spend
19 days
from audit to shipped onboarding fixes
We'd been optimizing the wrong number for two quarters. Once we could see the full funnel, the fix was obvious — we just couldn't see it before.
Alicia Ferreira
VP of Growth, Thero
