How to Use the Paid Conversion Funnel Optimizer
Free sign-ups usually become paid users through two steps: free-to-trial and trial-to-paid. This calculator takes the conversion rate at each step, computes your current number of paid users, and shows how many additional paid users and how much extra revenue you'd gain by hitting your improvement target on the trial-to-paid step.
For example, with 5,000 free sign-ups where 30% start a trial and 15% of those convert to paid, you currently have about 225 paid users. Improving the trial-to-paid rate by 3 points to 18% brings that up to roughly 270 paid users, and at a $15 ARPU that's about $675 in additional monthly revenue.
Since revenue impact can vary a lot depending on which funnel step you improve, use this calculator to compare expected outcomes across different improvement targets before deciding where to focus your effort.
Frequently Asked Questions
A single change like onboarding tweaks or a pricing experiment typically yields a realistic 2-5 percentage point improvement, while a major UX overhaul can reach 5-10 points. Start conservatively with 2-3 points to see the minimum expected impact.
Improving the trial-to-paid step usually has a bigger revenue impact per unit of effort than the free-to-trial step, since users who already started a trial have proven interest — you just need to lower the barrier to paying.