Merilect had a healthy top of funnel and a trial-to-paid rate that had not moved in two years. The onboarding sequence sent the same five emails to everyone, on the same schedule, regardless of what they had done.
The problem
Nobody had mapped which in-product actions actually predicted conversion, so the lifecycle programme was guessing.
What we did
- Identified the three activation events that predicted a paid conversion.
- Rebuilt onboarding as behaviour-triggered rather than time-based.
- Added a win-back track for trials that stalled after first value.
- Wired lifecycle stage into the CRM so sales saw the same signals.
The result
Trial-to-paid conversion improved 46% and has held for eighteen months. Two reporting tools were cancelled because the shared dashboard had made them redundant.
