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)
Overview
Kumo is a marketplace matching people looking to buy businesses with business owners.
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 👇
Pricing - Before & After
➡️ Updated the offer, content for each plan, price points, and framing. Added trust signals across the page.
Monetization flow - Before & After
➡️ Hid “today’s deals” for free users and updated the upgrade CTA.
➡️ Changed the upgrade banner and added an additional upgrade trigger during onboarding.
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
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.
Need help implementing a world-class PLG motion?
👉 Book a Free Growth Session and get hands-on guidance
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.
