Effective CRO starts with rigorous measurement of the right KPIs that illuminate conversion bottlenecks and opportunities:
- Free Trial Conversion Rate
Tracks the percentage of visitors or leads who begin a free trial. High rates here indicate an appealing, clear value proposition and effective call to action (CTA). Optimizing landing pages and signup flows boosts this metric.
- Trial-to-Paid Conversion Rate
Measures how many trial users convert to paying customers. This reveals success in onboarding, first-use experience, and perceived product value. SaaS leaders aim for trial-to-paid rates above 20-30%.
- Activation Rate
Reflects the portion of new users who achieve key first milestones (e.g., creating a project, inviting a teammate). Low activation signals onboarding friction or poor UX.
- Churn Rate
Represents percentage of paying customers who cancel over a period. Minimizing churn is crucial as retention boosts lifetime value and grow revenue sustainably.
- Monthly Recurring Revenue (MRR) Growth
A financial pulse capturing new, expansion, and churn-induced revenue changes month over month. It ties CRO tactical wins directly to financial impact.
- Customer Acquisition Cost (CAC) Efficiency
The cost to bring in each new customer balanced against their lifetime value (LTV). Smarter CRO reduces CAC by turning existing traffic into paying users more efficiently.

These metrics provide comprehensive visibility into every critical stage of the SaaS funnel—from visitor to loyal customer. Data-driven teams run experiments and use insights to refine messaging, funnel design, onboarding flows, and pricing strategies for measurable impact.

Domingo Designing Agency’s work gave us a functional and responsive website that immediately increased engagement and lead generation. Their team was organized, met deadlines, communicated clearly, and handled the project with impressive responsiveness.