Your signup
form is fine.
That was never where the trial was lost. This is a fixed-price read of what actually happens between start free trial and the moment your product is worth paying for — measured where it can be measured, and judged by a designer where it cannot.
Well-known B2B products walked by the instrument. It found almost nothing
Median signup: one click, one work-email field, Google SSO, no card
Where the trial is actually lost — empty workspace, no data, nobody invited
I built an instrument that walks a product's activation path and counts everything countable: steps, fields, weight, walls. Then I pointed it at seven well-known B2B products and it found almost nothing wrong. The counting is the easy half, and the half everyone has already done — every automated onboarding audit exists already and several are free. What follows the counting is the work, and it is still bought from a person.
Five things,
one of which matters.
The measurements
Every step from your homepage to first value: what is asked, in what order, at what weight, and where an automated visitor or an assistive tool stops.
The one thing to change first
And, more usefully, why that one and not the other thirty-nine. This is the part you are actually paying for.
The reworked flow in Figma
Screens, order, and the empty states — drawn well enough to build from rather than argue about.
The words
Field labels, empty-state copy, the first-run message. The parts most likely to have been written by whoever was free that day.
A build checklist
For whatever you already use — Appcues, Userpilot, Pendo, or your own code. I am not selling you another tool.
Ten working days.
A 30-minute call
What counts as an activated account for you, and what your numbers currently say. If your own data already answers the question, I will tell you so and we can stop there.
The instrument runs, then I do
Machine first, for the countable part. Then I go through the product the way a new customer would, on your test account, with nothing set up — which is the part no tool can do.
The verdict, in writing and out loud
A written audit, the Figma, and a 45-minute walkthrough with your team. Ten working days from the first call.
The audit, fixed. No hourly billing, no scope conversation
If you want the redesign built out afterwards — optional, and never assumed
If the audit does not give you at least one change you intend to make, do not pay for it. I would rather carry that risk than argue about it later.
Built for
- B2B SaaS with a self-serve trial or free tier
- Roughly 10–50 people, past your first customers
- Signups arriving, too few of them ever becoming real
- No designer in-house, or none with room for this
Not built for
- Sales-led products with no self-serve path
- Pre-launch products with no users to observe
- Teams who want a tool rented to them monthly
- Anyone who wants the deck rather than the change