The quick wins that mattered most
- Trial conversions increased from 5% to 28%
- Website conversion rate reached 1.92% (above the 1.7% benchmark)
- Built a funnel projection model to help the team choose higher impact bets
The real problem was not the product
Noterro already had a strong product-led funnel. Trial to paid conversion was healthy compared to typical benchmarks, so more product tweaks were unlikely to create a big lift.
When we looked at the numbers, the bigger opportunity was higher up the funnel.
Noterro needed more of the right people landing on the site and taking the first step.
Two changes that moved the needle
1. Pages that speak to each discipline (not everyone at once)
We launched landing pages tailored to Noterro’s key disciplines, starting with pages like the one built for chiropractic practices. Here’s an example.
These pages focused on:
- The jobs those users are trying to get done
- The workflows they care about most
- The benefits and features that matter to that discipline
Instead of asking visitors to figure out how Noterro fits, the page did that work for them. That clarity helped more qualified visitors start a trial (which already did a great job at converting).
2. A funnel model that makes prioritization obvious
We also built a simple projection model that showed the path from visit to signup to onboarding completion to upgrade.
This gave the team a way to answer questions like:
- If we improve visits or signups by 10%, what does that do to upgrades?
- Where are we leaking users?
- Which experiment is most likely to impact revenue?
The goal was to make decisions easier and grounded in data when choosing what to work on next.
Turning growth into a math problem (not a guessing game)
Once we mapped the funnel end to end, we modeled a handful of realistic growth scenarios over 12 months, including:
- Increasing website visits
- Increasing ARPC
- Increasing signups
- Increasing upgrades
- Improving the full funnel conversion rate
The point was simple: identify which lever actually gets Noterro meaningfully closer to its ARR goals.
What the team learned was that some improvements sound exciting but barely move ARR, while others compound across the funnel and create outsized impact.
Instead of debating ideas based on opinion, the model made it easier to see:
- Which funnel stages were worth investing in
- How much new MRR needed to be added each month to close the gap
- Which projects were incremental versus transformational
This shifted growth planning from “what should we try next?” to “what is most likely to move revenue?”
What changed after launch
Once the persona-specific pages launched, trial conversion jumped from 5% to 28%.
Just as important, the funnel model gave Noterro a repeatable way to prioritize growth work based on expected impact, not gut feel.
Want higher trial conversion without guessing?
If you want to increase conversions and make smarter PLG investment decisions, here are a few ways to go deeper:
👉 Jump into a Free Growth Session and get hands-on guidance on your biggest funnel opportunity
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Why SaaS teams pick us to run PLG
- PLG is hard because it is cross-functional. We connect acquisition, activation, and monetization so you focus on the few changes that create the biggest lift.
- Senior PLG operators are rare. You get experienced implementers who have built and scaled real PLG motions, not just advice.
- PLG is more than onboarding or a free trial. We improve the full journey from first click to upgrade using proven systems like ICP landing pages and funnel projection models.
- We help you stop guessing. Our approach makes it clear where to invest next and what outcomes to expect.
