“on Superwall we saw that a lot of people were converting to the trial but then nobody was staying after. two numbers that stuck out for us: 45% conversion to trial but then only 13% conversion from trial to paid. what does that mean? everybody wondered what we were selling but the product was shit”

45% trial rate but 13% trial-to-paid means product failure, not marketing failure

High trial opt-in with low paid conversion is a signal that the value proposition is compelling but the in-app experience fails to deliver. Splitting the funnel into these two metrics gave them a precise diagnosis — the problem was product, not awareness — before they wasted more marketing budget.