3 changes that increased KUMO’s paid conversion by 24%

Anastasia Kudrow

January 22, 2026

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Key takeaways

Strategic pricing updates, trust signals, and clear plan positioning on the pricing page directly impact trial-to-paid conversions; updating offer framing and price points can drive 24% conversion improvements.
Hiding premium features from free tier users and strategically placing upgrade CTAs at natural friction points creates urgency and guides users toward paid plans without feeling intrusive.
Adding upgrade triggers during onboarding for key user actions amplifies monetization; moving from passive to active upgrade prompts increases trial-to-paid conversion rates significantly.
Implementing proper analytics tracking and event systems from the start enables data-driven decision-making; teams without clear analytics struggle to identify high-leverage conversion optimization opportunities.
Removing unnecessary steps in the PLG motion and aligning internal teams around clear priorities reduces friction and ensures marketing and product work together toward common conversion goals.

Results

332% increase in signup-to-trial conversion
24% increase in trial-to-paid conversion
48% increase in one key action taken by new users (save listing)

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Overview

Kumo is a marketplace matching people looking to buy businesses with business owners.

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The challenge

The company has had strong early-growth, but conversions across the PLG funnel weren’t strong enough.

Marketing was doing a decent job, but people we’re staying, and converting to paid users.

As we often see with SaaS companies, the internal team did not have the PLG knowledge required to take this on.

ProductLed deployed Anastasia Kudrow as the fractional Head of Product Growth for Kumo. Read below to learn what she did in 2 months at Kumo 👇

A whiteboard of Kumo work: onboarding breakdown, a new onboarding tour, the pricing page and new website mockups.

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Pricing - Before & After

➡️ Updated the offer, content for each plan, price points, and framing. Added trust signals across the page.

Kumo's pricing page before and after: two plans at $100 and $200, then three plans headed "See every deal. Know what's worth buying."

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Monetization flow - Before & After

➡️ Hid “today’s deals” for free users and updated the upgrade CTA.

Kumo's search deals page before and after, with a new "Want to see today's deals?" upgrade banner.

➡️ Changed the upgrade banner and added an additional upgrade trigger during onboarding.

Kumo's trial-ended screen before and after: "Unlock the full Kumo experience" becomes a 25% off for life offer with Pro and Ultimate plans.

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Other work ProductLed delivered

Implemented the event tracking system and set up Amplitude analytics from scratch
Did a full breakdown of website, onboarding and pricing
Mocked a new pricing page
Released a new onboarding tour with minimal changes to focus on key actions
Created a new email-drip sequence for different use cases & personas
Created mockups for the new website
Created a new profiling survey

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Non-obvious impact ProductLed had on Kumo

Aligned the team strategically.
Brought clarity to the internal team with clear priorities and next steps.
Removed a ton of unnecessary steps in the PLG motion.

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Need help implementing a world-class PLG motion?

👉 Book a Free Growth Session and get hands-on guidance

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Why SaaS companies pick us to run PLG

PLG is HARD. We understand how product-led growth impacts the entire business, and what to focus on to get maximum leverage.
PLG talent is extremely hard to find. We have a network of expert PLG implementers who have actually built and scaled world-class PLG motions.
PLG is more than your onboarding. Or free trial. We implement a proven system that goes deeper, and actually works.
PLG is table stakes in high-growth SaaS businesses. Every single company in Brex fastest-growing software vendors of 2025 have a PLG motion.

Written by

Wes Bush

Wes Bush is an entrepreneur and the author of Product-Led Growth and The Product-Led Playbook. He founded ProductLed to help founders build the best product in their market, become the obvious choice in it, and win with generosity.

More about Wes →